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New Zealand winery Invivo ditches 'winespeak gobbledegook'

Published:  03 December, 2013

New Zealand winemaker Invivo is ditching "winespeak gobbledegook" in favour of a humorous campaign that aims to connect with consumers.

The campaign, which will air on radio, billboards and Facebook in the UK from next year, aims to focus on the fact that its wines taste like "really good wine" rather than "hints of over-ripe gooseberry".   

Invivo's  Tim Lightbourne said the campaign fits well with the company's direct approach. "All (winemaker) Rob and I ever wanted to do was make wine our mates would like to drink. And to be honest, I've never heard any of them use the kind of language most wine reviews use or even some of our own tasting notes!"

Lightbourne added: "It was interesting reading the speakers notes from last week's Wine Vision Conference in London, such as, wine often makes itself too complicated and needs to connect with its consumers, or recent comments in the media regarding millennials not caring about the pretentiousness of a wine, wanting something that is authentic and speaks to them."   

"Hopefully this fun campaign goes a little way to addressing that!"

Invivo billboards story

Invivo billboards story

Invivo billboards story

The wine is served to talk show host Graham Norton's guests every week.

The campaign starts in New Zealand this month before coming to Invivo's key export markets UK, Australia, Canada and Japan next year.

The creative was designed by New Zealand agency The Goat Farm.