Giesen Wines takes on NZ rivals
By Amy Looker
Giesen Wines is making a concentrated push into the local market with the launch of the first-ever Australian advertising campaign in the brand’s 30-year history.
The Marlborough-based winery has invested $1 million into the outdoor and print campaign, which features the tagline ‘All the Best From Marlborough’, driving consumer awareness of Giesen’s link to the region.
Giesen’s general manager, Kyle Skene, told TheShout the campaign is the next natural step in cementing the relationship between the brand, trade and consumers.
"After many years of establishing and growing the brand in the Australian market, we have spent the last few years putting a Giesen team on the ground to support growth. Now we are taking the next exciting step in the evolution of the brand through a significant investment in advertising and through-the-line communications and activation," Skene said.
"This integrated campaign launches now for the next three months which will capitalise on the on-going support from the trade, and secure Giesen’s position in the market."
Skene said that the campaign was designed to share Giesen’s history and identity with Australian wine drinkers.
"The campaign’s creative objective is to develop the Giesen story with a focus on quality while creating appeal and aspiration via beautiful and engaging photography. Importantly we believe it will help us develop our relationship with Australian wine drinkers and give them a reason to differentiate Giesen from other brands."
Giesen’s ‘All the Best From Marlborough’ campaign will appear on billboards throughout Sydney, Melbourne, Brisbane and Adelaide from February until April, along with an advertising schedule in mainstream print advertising.
According to Nielsen, Giesen’s Estate Marlborough Sauvignon Blanc is the second biggest selling Sauvignon Blanc in Australia after Oyster Bay.
Giesen Wines also produces Pinot Gris, Chardonnay, Riesling and Pinot Noir sourced from over 700 acres of vines in New Zealand’s Wairau Valley.