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A Good Shout for Cellarbrations
The latest ‘Good Shout’ campaign from Cellarbrations showcases the expertise of its independent retailers. The team at Independent Brands Australia (IBA) know their retailers can be at the heart of every shopping and consumption moment. Which is why Cellarbrations has launched its new brand campaign focussing on the local knowledge and varietal expertise of its retailers - who share in the joy of their shopper’s occasion, however large, or small. Consumers are drinking better and are expanding their category
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repertoire so for the first time Cellarbrations has made the strategic decision to not just represent the well-known occasions, but also represent the changing consumers trends with non-alcoholic drinks. Non-alcoholic for Cellarbrations is a strategic pillar of the category strategy and is represented through the retailer’s alternative drinks offerings, which includes such choices as low sugar, low carbs, and gluten free as well. Guy Moroney, IBA Category Manager, shared: “We have seen double digit growth come out low and no alcohol category and low sugar growth has continued to bring values for our retailers.”
“The Cellarbrations brand is grounded in knowledge and the joy in
The ‘Good Shout’ campaign, which has been developed with a
being able to recommend just the right drop for any occasion. Our
years’ worth of content, is being brought to life with the banner’s
campaign is deliberately simple in execution, focussing on joyful
distinctive assets; 15 second TV ads, in-store, catalogue, social and
characters and consistent campaign codes.
digital. It kicks off with footy finals and during October (or Oc-sober
“We knew from research that Cellarbrations was already seen as
for some), the alternative drinks strategy will be prominent. The
a ‘cut above’ and that customers valued advice, quality and value.
campaign will promote the bigger key selling periods, but an always-
We also knew that our customers liked to celebrate the smaller,
on suite of assets has been developed for those year-round occasions.
everyday moments that colour our lives, not just the big traditional
Josh Gaudry, GM Marketing, Australian Liquor Marketers, said:
festive occasions.”
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October 2022 | 33