Coffee and wine have more in common than you’d imagine. Both agricultural products, both heavily impacted by its terroir, very similar processing methods and a stark difference between low grade quality and high grade quality. But when it comes down it, most consumers know that an expensive wine is well worth the investment for an elevated experience. The same can’t be said about coffee.

This campaign targeted new specialty coffee consumers, breaking down the barriers and bridging a knowledge gap through a common language: wine. Packaging that could feel at home on the shelf of your local natural wine store, dark, moody product photography akin to any Sydney wine bar’s insta page, a content series featuring Sommeliers from Australia’s top restaurants and an in-store cold brew bottle service.

The result? A sold out product range in record time.