Marnong Estate has appointed Molasses to reposition and redesign its wine offering.
The FMCG brand and design agency will manage the brand positioning, tone, and packaging design for a new multi-tiered range of more than 20 varieties, including Marnong’s award-winning wines, Montepulciano, Fiano, and Shiraz.
Dan Parritt, co-founder and brand director of Molasses, said: “We’re really excited to be partnering with Marnong Estate in their next stage of evolution to help redefine and deliver their aspirational wine journey whilst bringing the Sunbury region back into the spotlight.”
“For Marnong Estate, the fusion of tradition and innovation is a way of life that touches every part of the business. It has a reputation of bringing people together to enjoy great experiences. We look forward to bringing Marnong Estate’s aspiration journey alive, so more people can discover it and a love of wine and place.”
Dan Parritt
Carl Forrest, general manager of Marnong Estate, added: “We have ambitious plans for our wine range that include how we present and go to market with the brand. We engaged Molasses because they clearly understood what we wanted to achieve and they offered a strong strategic and creative vision on how to execute on it. We can’t wait to see what they come up with.”
Marnong Estate, 35 minutes outside of Melbourne’s CBD, has event spaces, boutique accommodation, a cellar door and two Italian restaurants, La Vètta and Cucina 3064.
Marnong Estate is the latest new business win for Molasses, following the addition of Allied Pinnacle. Molasses will lead the brand strategy, positioning, brand identity, design, campaign creative and strategy for Wise Wheat, a new naturally grown wheat product.
In April, the agency also appointed Nichole Donovan to the newly created role of client director.
See also: Molasses hires Nichole Donovan after Allied Pinnacle win