Molasses wins Taylors Wines potfolio

Taylors Wines has appointed FMCG branding studio Molasses across its portfolio of brands.

Molasses will work with Taylors Wines to refine the strategic intent and delivery alongside existing agency partners, 31st and AND, who developed the ‘For All Time’ platform, to bring the winery’s refreshed positioning to life through design, campaigns and activations.

“We’re really excited to be partnering with Taylors Wines to help them bring their brands to life, working with their new brand platform ‘For All Time’,” said Molasses co-founder and brand director Dan Parritt.

“This is a really exciting time for Taylors as they move to embrace becoming a greater part of the consumers’ world, reintroducing their heritage brand with a contemporary lens.

A heritage brand with modern ambitions

“It’s great to be working with this progressive brand, really looking to mix up the category and connect to a modern consumer.”

Taylors Wines, which includes brands Taylors Estate, Jaraman and St Andrews, was established in 1969 in South Australia’s Clare Valley, and is one of the founding members of Australia’s First Families of Wine.

The appointment by Taylors Wines sees Molasses expand on its recent work with clients, including Sara Lee, Pernod Ricard, Birch & Waite and Marnong Estate.

“We love the thinking, proactivity and the creative solutions the team at Molasses deliver,” said Taylors Wines chief marketing officer Tanya Marler.

“They’ve challenged us to push boundaries whilst being mindful of our new positioning and working as a valued extension of the team.”

Keep on top of the most important media, marketing, and agency news each day with the Mediaweek Morning Report – delivered for free every morning to your inbox.