Fourth Wave Wines: Tread Softly

Fourth Wave Wines, an Australian wine producer, launched a new brand of wine, Tread Softly, in Australia with an environmental brand promise and delicate packaging to show its brand commitments and delicate style of wine.

Executive Summary

Top line about the project

"There is no doubt the scale of Tread Softly is extraordinary. A year after launch it had overtaken many brands with long histories or big marketing budgets."

Nicholas Crampton, Managing Director & Founder, Fourth Wave Wine.

Fourth Wave Wines, a successful Australian wine producer, briefed us to create a NPD that would ensure their portfolio was "protected for the future". It was essential the new brand gained listing with Dan Murphy's and BWS, Australia's largest retail chains whose bi-annual range reviews are notoriously competitive. The biggest challenge in the brief was how to...

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