Molasses develops brand strategy and new positioning for eco-conscious wine brand, Solara

Brand and design agency Molasses has developed a brand strategy and new positioning for the sparkling wine brand Solara, aimed at fun-loving, eco-conscious millennials.

Molasses, an independent FMCG specialist brand and design agency, was tasked with creating a future-focused, vibrant brand platform for Solara that challenges the status quo and offers a viable, positive alternative for millennial audiences.

The Sydney agency developed the ‘Life with Fizz’ positioning, recognising the passion for a modern, everyday celebration – helping consumers 'live with fizz' with a brand that is actively doing better for the environment.

Molasses created Solara’s packaging to balance tradition with a more frequent, modern consumption occasion of millennial consumers.

Dan Parritt, co-founder and brand director at Molasses, said the positioning aims to ignite passion with a contemporary audience while also responding to the demands for sustainably sourced brands

"It reinforces vibrancy and wellbeing with a fun, inclusive and accessible tone. This has been a really exciting project to work on, and further extends our great relationship with Duxton Vineyards having previously worked on their masterbrand and Rewild range."

Wayne Ellis, general manager of Duxton Vineyards, added: "Solara has been launched to meet a specific demand for today’s millennials. It challenges the traditional perception of sparkling wines with a modern and positive twist that appeals to our demographic. We worked closely with the team at Molasses to ensure it reflected the aspirations and life stage of our target cohort. We are delighted with the result."

Distributed globally, the Solara range has attracted interest from a number of countries including the UK, US and India, and is already being carried by more than 30 stockists across Australia.

Credits:
Client: Duxton Vineyards
General Manager: Wayne Ellis
Grape & Wine Commercial Manager: Tony Allen
Site Manager: Jamie Forte
Agency: Molasses
Co-founder and Creative Director: Kent Stewart
Co-founder and Brand Director: Dan Parritt
Production: Jamesprint, Chris Williams