db Awards winners revealed22nd May, 2013 by Patrick Schmitt
Winner: Penfolds Ampoule
Last year saw Australian producer Penfolds make a headline-grabbing break from the traditional fine wine launch with the creation of its 12 glass ampoules.
At £100,000 each, these were placed into some of the world’s most exclusive outlets, but generated a buzz for the brand that resonated far further afield.
Praised by the judges as “edgy” and even “quite brave”, the Penfolds Ampoule was hailed as a launch that “lifts the wine trade out of its comfort zone.”
Runner up: Gallo Moscato
With Gallo Moscato, the judges wanted to reward a “textbook” launch strategy that combined real category innovation with a fully integrated campaign.
With actress Holly Valance adding a touch of glamour and Gallo Moscato house parties, the brand showed streaks of originality in appealing to a clearly identified target audience.