Mud House reveals pack refresh alongside global campaign


Accolade Wines has announced a new marketing campaign and a packaging refresh for its best-selling New Zealand wine brand Mud House.

The ‘Taste the Adventure’ campaign is a nod to the adventurous spirit of the brand, which was created by two travellers who fell in love with New Zealand over two decades ago.

The communications will shine a light on two of its local wine makers, Cleighten Cornelius and Krystal Palmer.

Rolling out across print and digital formats, the campaign showcases the wine makers at work on their vineyards, as well as capturing their adventurous outdoors spirit as they go hiking, fishing and camping.

The pack refresh will reflect this brand positioning and improve stand out on shelf.

Tom Smith, head of marketing – Europe at Accolade Wines, said: “We’re already the fastest growing top ten New Zealand wine brand globally; this new campaign and pack redesign will strengthen our position as we look to increase awareness and sales in the UK.

“Our wines aim to capture the fresh and adventurous spirit of New Zealand; with ‘Taste the Adventure’ we wish to inspire our consumers to live their life adventure to the full. With a big focus on digital including social media and disruptive POS, we’ll aim to target consumers at various stages of the shopper journey, raising awareness and increasing opportunities to purchase.”

The campaign will be brought to life in-store through new POS and online via Mud House’s social channels.

Mud House, the £47 million brand offering a range ofpremium red, white and rosé wines, has seen over 43 per cent year-on-year growth, according to the latest Nielsen data.