Brief • Launch a bright, fun, and fashionable new Pinot Gris into the Australian market that grabs attention and market share. DeBortoli sought to introduce a standalone Pinot Gris in 2018 to rejuvenate the brand and appeal to a younger, trend-conscious audience.

Solution • According to Nielsen's Beverage Alcohol Category Shopping Fundamentals study, 71% of consumers make purchasing decisions by browsing the shelf. Millennials, in particular, gravitate toward modern, bold labels commonly used by craft beers - designs that stand out and are shareable on social media. To address this, the design concept was crafted to catch the eye and evoke a sense of fun and style, ensuring the Pinot Gris would stand out among the competition and capture attention both on the shelf and online.

Preferred Concept: Hear Me Rawr!
"Hear Me Rawr!" celebrates five inspiring young Australian women who embody strength, innovation, and empowerment. Each bottle features a unique sleeve highlighting their stories, inviting consumers to raise a glass and "hear them Rawr!" This concept connects the product to a broader cultural narrative of powerful voices, with strong gender appeal and a fresh, bold design.

Key Elements:
• Extreme Shelf Presence: Bold design that stands out on shelves.
• High Gender Appeal Without Stereotypes: Avoids traditional "feminine" designs, offering an empowering aesthetic for all.
• Highly Campaignable: Perfect for social media and influencer-driven campaigns.
• Brand Purpose & Halo: Aligns with DeBortoli's values of inclusivity and innovation, enhancing brand perception.
• Non-Variant Dependent: Flexible for future product lines.
• Strong DeBortoli Branding: Clear, strong brand identity with a modern twist.
• Powerful Crossover Appeal: Attracts both male and female consumers, transcending gender boundaries.

This concept positions the Pinot Gris as a symbol of empowerment, style, and modernity, designed to engage a younger, socially-conscious audience.