Embodying irreverence, the push positions the new release as the choice for the gentleman who is and the gentleman who wishes to be
Treasury Wine Estates owned Lindeman’s has rolled out a campaign developed by J. Walter Thompson to bring out the gentleman in young Australians through the launch of its latest wine collection. Aptly themed Gentleman’s Collection by Dr. Henry John Lindeman, it celebrates the noble masculine trend of chivalry.
Embodying irreverence, the push positions the new release as the choice for the gentleman who is and the gentleman who wishes to be. Targeting the brand’s core audience of non-traditional consumers of media, the effort is digitally led using a strategy encompassing social, video, PR, and influencer engagement programmes.
“The rules for being a gentleman are not as simple or well defined these days, and being a gentleman in 2015 is no simple feat. We’re witnessing a growing trend amongst millennial men, from their grooming habits to their choice of clothes and lifestyle,” said Tasha Harp, Marketing Manager for Australia and New Zealand at Lindeman’s.
“An appreciation of good wine is an essential part of the mix. Our Gentleman’s Collection, with its unique range of wines, makes it easy for men to navigate their way through the wine selection process.”
Key elements to the advertising exercise include a video series which confronts the pitfalls of gentlemanly rules as well as on-premise promotions such as banter-enhancing coasters and tailor-made guides. The Gentleman’s Collection was inspired by a true grandee of the wine-making world, Dr. Henry J Lindeman.
He moved from England to the Hunter Valley where he established his own winery in 1843. A doctor by trade, he set his sights on civilising the hard-drinking colony of Australia by introducing them to more gentlemanly pursuits—mainly the enjoyment of a refined drop.
The quest for a more cultured wine experience continues today, so the fresh Lindeman’s range is a pour ideal for the millennial gentleman. It consists of four masculine yet easy-drinking red and white variants. The newly debuted collection is available now at leading liquor retailers nationwide.
“Dr. Lindeman began a journey of refining ruffians via an appreciation for his wines way back in 1843. We wanted to continue this legacy and that’s exactly what this campaign sets out to do, which is pretty exciting,” said Jarrod Lowe, Creative Director at J. Walter Thompson.
