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Taylors Wines has launched the “Taylors Temperature Challenge,” created with creative and strategy agency Mr Wolf, to tackle a problem most Australian wine drinkers don’t realise they have: they’re drinking their wine at the wrong temperature.

Taylors commissioned an IPSOS survey and found 82% of Australians are drinking their red wine at or above room temperature, while 27 leading food, drink and wine experts consulted for the campaign agreed serving temperature is one of the single biggest factors in how a wine actually tastes. To fix it, Taylors developed innovative touch-activated sensors on the back label of its Estate and Promised Land wines — changing colour to show drinkers exactly when a bottle has hit the ideal serving temperature.

Cameron Crowley, chief marketing officer at Taylors, said the insight behind the campaign was surprisingly simple: “We’ve found that a majority of consumers aren’t aware of the impact that temperature has on wine, but many experts agree it is the single most important factor to ensure it is being served at its very best.”

Tony Singleton, managing partner at Mr Wolf, said the challenge was getting people to actually experience the difference for themselves rather than just being told about it: “We still haven’t met anyone who doesn’t immediately go ‘that’s a great idea’ when you explain why we added the sensors to Taylors bottles… so getting people to try it out for themselves is the trick.”

The fully integrated campaign spans OOH, radio, digital and social, and builds on Taylors’ earlier 2015 temperature campaign, which won the brand Marketing Team of the Year from both B&T and the Australian Marketing Institute, plus an Effie in the beverage category.

Read more at B&T here.

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