Vasse Felix Classic Summer

Injecting life into some of Australia’s favourite Classic wines with a summer pop-up series.

Trusted wines, the Vasse Felix Classics were losing market share in their category in Australia. A packaging refresh and a new Rosé aimed to inject life into the range, activated via a wine cart at summer events and wine on tap partnerships at popular outdoor bars. A social media campaign connected consumers to the pop ups, selling 5,000+ glasses in 3 months. Launched in 2019, it is now the #6 Rosé of its kind in Australia.