Roscato

The wine aisle has a problem. Obsessed with tradition and unable to change with the times, consumers were moving into other more exciting and relevant categories.
Roscato could be the antidote. Its sweet and lightly sparkling portfolio had all the flavour and fun to be a fan favourite, it just needed to be expressed in the right way.
To become relevant for our consumer, we needed to tap into the cultural zeitgeist and speak to our consumer, not at them. And our consumer knows their worth. Real and multi-faceted: they shine, unapologetically. And when it comes to the brands they buy, they are looking for those that champion authenticity, that allow them to be their true selves.

We created Star Quality: a platform built on community, creativity and cultural clout. We shifted the strategy from selling wine to giving consumers a stage to shine, making real Roscato drinkers and occasions the star of the campaign. From content to retail activation, advertising to influencer marketing, this is wine for a new generation.