Challenge.

Tasked with launching Treasury Wine Estates’ “next 19 Crimes,” we identified an insight: While women account for the majority of wine consumption in the U.S, the wine aisle still lacks an authentic POV for speaking to empowered modern women. (See #yeswayrosé and lite wines “for her”). 

So we set out to create a wine offering that does away with the pinkwashing and condescension – and which speaks to millennial women with relevance, authenticity, and credibility.

Solution.

emBRAZEN, a bold series of wines that celebrates unapologetically bold, powerful women. Josephine Baker, Cecilia Cruz, and Nellie Bly were shown on emBRAZEN labels. 

Developed from the ground up to be more than just a wine, emBRAZEN is a platform for spotlighting women throughout history; AR-integrated labels share stories of women of the past, and its annual Take Up the Torch program supports trailblazers of the present with a $25,000 grant. 

By pairing smart packaging with an unapologetically bold, purpose-driven brand, emBRAZEN challenges femvertising clichés and brings new – and long overdue – voices and perspectives to the wine aisle. 

Results & Recognition.

Announced in August, 2018, emBRAZEN created massive PR buzz far beyond the wine aisle, garnering 165MM impressions to become Treasury Wine Estates’ fastest-ever listed new brand. On social media, emBRAZEN’s Instagram community delivered an organic MoM growth of 204% from Jan-Feb 2019.

Press:

• Ad Age: These Augmented Reality Labels Tell the Stories of Trailblazing Women

• Next Reality: AR-Powered Wines Celebrate Women's Empowerment via Historical Figures

• CBS: Wine bottles that talk and teach about historical women

Awards: 2019: Bronze Addy // Online/Interactive Branded Content & Entertainment

The wine aisle lacks an authentic way of speaking to empowered, modern women. Instead, it’s full of ‘pink washed labels’ and ‘light wines for her’. So we set out to do better and create a wine brand that speaks to the modern millennial woman and celebrated trailblazer women like her.