db Awards winners revealed

Best Launch

Penfolds AmpouleWinner: 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.”

Gallo Moscato and Holly ValanceRunner 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.

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