Challenger agency Mr Wolf helped Taylors Wines solve a hidden problem: most Aussies drink red wine too warm, stripping it of flavour and character

Taylors Wines has launched its largest ever media campaign, “Live Better by Degrees,” developed with Mr Wolf to tackle a problem most Australian wine drinkers don’t even realise they have.

The insight was simple: no Australian drinks warm beer, so why are 82% of us drinking warm wine? Specially commissioned IPSOS research confirmed the scale of the issue — eight out of ten Australians serve their reds at room temperature, meaning 2.5 million bottles a week are being drunk in a way that strips away their character and subtlety.

To fix it, Mr Wolf developed optimum drinking temperature sensors for the back label of Taylors’ Estate and Promised Land wines, using thermo-chromatic ink that changes colour depending on the wine’s temperature — turning green when whites are ready to pour, and fuchsia for reds.

Tony Singleton, managing partner and head of planning at Mr Wolf, said the Australian climate was part of the problem: “Our warm temperatures are perfect for cultivating vineyards, but as the vast majority of us drink red wines at ‘room temperature’, most red wine is being drunk far too warm — and anyone who has drunk a warm beer knows that temperature affects flavour.”

Cameron Crowley, chief marketing officer at Taylors Wines, said the idea gave the brand a genuine point of difference: “Taylors is passionate about helping consumers get the best experience when they enjoy our wines and this idea gives us a true point of difference while showcasing our heritage of innovation.”

The campaign launched with Taylors’ biggest media spend to date, spanning an interactive website, national digital activity, 30-second radio spots in Sydney, Melbourne and Brisbane, out of home, and an animated content piece developed by Mr Wolf to tell the story of enjoying wine at the right temperature.

Read more at B&T here.

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