Mo-Town has shoppers ‘screaming for Mo’

02 April, 2020 by Deborah Jackson

In order to capture the millennial market a brand needs to have a high-quality product and an engaging brand proposition. The multi-award-winning Mo-Town range of wines ticks all these boxes and as such is gearing up for a successful 2020 both domestically and internationally.

Since its launch in January 2019, the Mo-Town wine range from Kollaras & Co has exceeded all sales expectations, showing 72 per cent growth in the last quarter alone.

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And with a new addition to the range and a keen interest from export markets, 2020 looks set to be even more successful for the multi-award-winning brand.

Clive Coleman, Executive General Manager – Marketing and Brands, Kollaras & Co, told National Liquor News that Mo-Town has been an “instant success” internationally. With its funky and hip vibe, Coleman says that it is Mo-Town’s personality and brand proposition that has been driving its growth.

“We are currently exporting to 18 different countries with our distribution partners across the globe. We are seeing more interest as time goes on, and its distribution base is growing very quickly.

“We were apprehensive at first, due to European wines dominating these markets – And Mo-Town is unconventional and contemporary. However, it’s been an instant success, particularly in developing countries where wine education is minimal, because consumers are finding Mo-Town to be fresh and fun.”

More than just great wine

Mo-Town is produced in South Australia and crafted from grapes sourced from boutique vineyards in the McLaren Vale, Adelaide Hills and Padthaway regions.

It is exclusive to independent retailers and consists of a Shiraz, Pinot Noir and the newly released Chardonnay, which all retail for $16.99.

Mo-Town’s Pinot Noir is the strongest performer in the range, experiencing 128 per cent growth over the last quarter and being ranked number 16 in Huon Hooke’s list of his top 50 Pinot Noir’s in 2019.

“Post the initial launch of Shiraz and Pinot Noir varietals, we received overwhelming feedback to introduce a Chardonnay, I guess you could say that people were ‘Screaming for Mo,’” says Coleman.

But more than just being great quality wine, Mo-Town has a strong ‘Instagrammable’ brand personality that has been particularly engaging with the millennial market.

“If you’re in a metro area, your shoppers are more likely to be millennials, who are frequent users of social media. So, why not have a display dedicated to ‘Gram-worthy Wines,’” suggests Coleman.

“Maybe you could run your own social media campaign featuring the popular #WCW hashtag (in our industry, that would expand to ‘Wine Crush Wednesday’ to start your own trend. Or, ask your supplier to help you create an interactive photo opportunity in-store and encourage people to share to their social media… We can help you with that one, by the way!

“The hero message is this – in a world of clickbait, hashtags, DM’s, selfies and tagging – we simply must adapt, and find fun ways to speak to our customer, in order to build a relationship with them.

“We’re always looking at ways to fill gaps for our retail partners and are always open to feedback on what we should add to our range to benefit the entire value chain.”

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