Australia’s most unforgettable brands

Our most unforgettable drinks brands

THE DRINKS THAT STAND OUT IN CUSTOMERS’ MINDS WERE REWARDED AT THE 2019 AUSTRALIAN DRINKS AWARDS WITH MOST DISTINCTIVE BRAND TROPHIES.

Most Distinctive Brand is one of three consumer judged awards at the Australian Drinks Awards, alongside Fan Favourite and Gaining in Popularity.

The top 200 brands – based on industry scan data – were automatically entered in the Most Distinctive Brand category and judged via a Thrive Research survey.

According to Thrive Insights Director Chris Papadimitriou, the Most Distinctive Brand of the Year award recognises individuality and character as it is perceived by the consumer and demonstrates that the brand is regarded by consumers as providing a unique offering.

“This award presents an opportunity for brands that are doing things differently to be acknowledged and celebrated,” he said.

The winners proved that creative marketing pays off in the minds of consumers.

The Most Distinctive Rosé, for example, was won by De Bortoli, following the brand being the only winery to be recognised in the prestigious 2019 AFR BOSS Most Innovative Companies List. The accolade was for its unique Rosé Rosé packaging, which features the first registered colour side-embossed screw cap in the world. With a rose inspired tattoo design, the closure decoration complements the wine variety and the shape of the bottle.

With more than 500,000 wine brands to choose from in Australia, consumers can be confused by all the options available. To cutthrough this fragmented market, De Bortoli Wines wanted to create a product that was fully integrated, not just about the taste, appearance or manufacturer, but a product that consumers could identify with on a personal level.

Meanwhile, the brew Lion launched to take on Great Northern, Iron Jack, won Most Distinctive Contemporary Beer. Respondents commented on its “great taste” and, in keeping with its true-blue marketing message, one fan noted that “it tastes like real beer”.

IRI sponsored the Most Distinctive Brand category at the 2019 Australian Drinks Awards, with Chief Commercial Officer – Asia Pacific, Alastair Leathwood noting: “Behind the scenes, the award reflects a lot of hard work and a huge amount of passion, effort and commitment.

“Australia is one of the most innovative and forward-thinking countries and the liquor industry is leading the world – delivering the best quality, range and offers for Australian drinkers.”

WINNER 2019 MOST DISTINCTIVE LIGHT SPIRIT

WINNER 2019 MOST DISTINCTIVE RED WINE

WINNER 2019

GAINING IN POPULARITY RED WINE

WINNER 2019 MOST DISTINCTIVE DARK SPIRIT

WINNER 2019 MOST DISTINCTIVE WHITE WINE

Double win for 19 Crimes at Australian Drinks Awards

Treasury Wine Estates added to its 19 Crimes trophy collection at the Australian Drinks Awards, taking out the Gaining in Popularity and Most Distinctive Brand awards for Red Wine at the 2019 Australian Drinks Awards.

Since launching in 2017, the 19 Crimes brand has received accolades such as 2017 Market Watch Wine Brand of The Year, Best Product Launch at the 2018 Coles Supplier Awards and the top award at the 2018 REGGIE Awards competition, the Super REGGIE.

The brand celebrate the rebellious spirit of 18th-century convicts sentenced to be transported to Australia for one of 19 eligible transgressions and has become hugely successful in the United States.

During an investor call last month, TWE ANZ Managing Director Angus McPherson said 19 Crimes had delivered 135% growth in volume this year and was continuing to grow at 30% in the US.

19 Crimes was also the first talking wine label via the AR Living Wine Labels app and has quickly become a $13million brand in Australia, ranking as the third favourite red wine in the $10-$14.99 bracket, according to IRI liquor data.

TWE also launched a unique new campaign for its 19 Crimes range in Australia earlier this year. The campaign found a new way to bring the convicts who feature on the brand’s labels to life, taking over two of Australia’s busiest train stations – Bondi Junction and Sydney Central Station - where the brand was seen by more than 2.3 million commuters each week.

The campaign also featured disruptive hand painted murals with light projections, as well as multiple street posters with jail cell bars covering the prisoners’ mug shots; plus 250 large in store displays mimicking a jail cell, POS and customer exclusive activations.