"There are all kinds of rules when it comes to wine," says Kerryn Lancaster, Global Brand Manager at for Café Culture. "Our only rule while drinking this blend, which has a soft, mocha, dark chocolate and toffee undertone, complemented by an aroma of fresh berries, is to drink and enjoy it anyway you like it.
"For us, 'Wine Without Rules' sums up everything we are trying to do with the brand. There are so many rules about drinking wine that consumers often get overwhelmed and move onto other drinks such as beer or spirits. The campaign supports the brand essence of 'Live Free' by using the digital environment to inspire social wine drinkers to drink it their own way.
"In essence we want them to forget what they've read or heard about wine, drink the wines they like, with whatever they like and out of any glass they like. This is why for our signature serve we have chosen a tumbler. We have also developed a Café Culture ice-cream in partnership with artisanal ice-cream producer, Sorbetière and will be embarking on a series of experiential activations called #UrbanPicnics and in some key on-con places a Wine Pong League."
