Australian wine brand Andrew Peace is launching its biggest-ever UK marketing campaign as it looks to build on rapid sales growth.
The summer campaign introduces the new brand positioning, 'Smooth, Even When Life Isn't', which aims to connect with consumers seeking moments of relaxation amid busy everyday lives while reinforcing the brand's reputation for quality wines at accessible prices.
Imported and distributed in the UK by Kingsland Drinks, Andrew Peace said the campaign would be supported by a major consumer marketing programme spanning national and consumer press, radio advertising, influencer activity, digital partnerships, social media, trade PR and nationwide sampling.
At the heart of the campaign is brand ambassador Jane Dowden, best known for her comedy social media channels @mum_and_a_mic, who will front activity encouraging consumers to find “five minutes' peace” during hectic daily routines.
The campaign will focus on the brand's White Label Shiraz and Chardonnay, alongside the Masterpeace range comprising Chardonnay, Shiraz, Pinot Grigio and Cabernet Sauvignon. The wines retail between £7 and £7.95.
Vicky Wood, senior brand and insights manager at Kingsland Drinks, said the repositioning reflected the brand's growing role in everyday shopping baskets.
“The wines in the range are flying off shelves and as the brand continues to grow and become a part of everyday shopper baskets, it was important to reposition Andrew Peace wines to focus more on its consumers and the busy lives they lead,” she said.
“The new positioning and campaign for 2026 places the brand in a clear consumer moment, embedding it into modern lifestyles and real-life drinking occasions in the home.”
Wood added that Andrew Peace's combination of quality, consistency and value had helped establish it as a growing success in the UK market.
“The Andrew Peace wines speak for themselves as each one is a brilliant expression that drinkers know will deliver every time,” she said. “It's a third-generation Australian winery that understands the UK marketplace and creates wines that hit the mark in terms of taste, texture, price point and consistency.
“We know this summer is going to mark some real milestones for Andrew Peace, boosted by the partnership with the brilliant Jane Dowden and the supporting activations.”
The campaign comes as Andrew Peace continues to strengthen its position in UK convenience retail. According to Kingsland Drinks, the brand is currently the UK's fastest-growing Australian wine brand, with both sales and volumes up 44 per cent year on year to May 2026.