Invivo: don't make wine pretentious

New Zealand winemaker Invivo is making a stand against ‘wine-speak gobbledygook’ that it believes verges on being pretentious.

The company is launching a billboard, Facebook and radio campaign designed to cut through wine-speak and promote the fact that their award-winning wines mostly taste like, “well, really good wine”.

Invivo’s marketing manager and director Tim Lightbourne says the campaign is a good fit with the company’s approach.

“All winemaker Rob Cameron and I ever wanted to do was make wine our mates would like to drink. And to be honest, I’ve never heard any of them use the kind of language most wine reviews use or even some of our own tasting notes!”

“It was interesting reading the speakers’ notes from this week’s Wine Vision Conference in London, comments such as, wine often makes itself too complicated and needs to connect with its consumers, or recent comments in media regarding millennials not caring about the pretentiousness of a wine, but wanting something that is authentic and speaks to them.
“Hopefully this fun campaign goes a little way to addressing that!”

Following the campaign’s launch in New Zealand, Invivo will look to roll out the creative in its key export markets in 2014 which includes UK, Australia, Canada and Japan. The campaign was created by New Zealand agency The Goat Farm.

Ed’s note: Invivo famously provides the weekly white wine requirements of global TV talk-show sensation Graham Norton and his guests.