Treasury Wine Estates has hired New Zealand television personality Aesha Scott to front a worldwide campaign for wine brand Matua.
Scott features in an advert (below) and a series of social media-first content for the ‘Start Something Fresh’ activation, and has been posting about the sauvignon blanc on her own Instagram profile. The advert was filmed and produced in New Zealand with an all-Kiwi creative team, Treasury said.
Scott kicked off her partnership with the brand at the Palm Tree Music Festival Hamptons in New York on 27 June, where Treasury had a bar activation called ‘Matua Sauvy Social Lounge’. Among the marketing elements are pop-up “experiential lounges” at all Palm Tree Music Festival events throughout the year.
Global Drinks Intel has contacted Treasury for further details on the campaign as well as information on which markets it will focus on.
Matua has held the title of ‘official white wine sponsor’ of Palm Tree Music Festival and Palm Tree Crew Events, the events platform co-founded by Norwegian DJ Kygo, since last year.
Last month, Treasury shared what the group called its “transformation plans”, which include the intention to reduce the size of its portfolio from 76 brands to “less than 30”. Treasury said it expects ten brands – three “power brands” backed by seven “regional heroes” – to account for around 90% of its group sales “within five years”.
The plans also included simplifying operations “primarily in California and Australia” – a move that will see selected assets optimised, sold or retired. The group confirmed its intetnion yesterday to offload three vineyards in South Australia, across 1,632 hectares of land.
