SYDNEY, AUSTRALIA — Marnong Estate has appointed FMCG brand and design agency Molasses to reposition and redesign its wine offering as it takes the next steps on its progressive wine and community-first journey.
Molasses, which won the business following a competitive pitch, will manage the brand positioning, tone and packaging design for a new multi-tiered range of more than 20 varietals, including Marnong’s award winning wines: Montepulciano, Fiano and Shiraz varieties.
Located 35 minutes from Melbourne’s CBD with panoramic views of the Macedon Ranges, Marnong Estate has event spaces, boutique accommodation, a cellar door and two premium authentic Italian restaurants, La Vètta, and Cucina 3064. A much-loved hub for the community, Marnong Estates offers visitors the opportunity to gather, slow-down and share – attributes that will be showcased in the new Marnong brand.
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. Sunbury is being rediscovered as a prominent wine producing region, and we’re pleased to be showcasing the best of what it can be, with a distinct Marnong expression.”
“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 furthered.
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 is the latest new business win for Molasses and follows the appointment by Allied Pinnacle to lead the brand strategy, positioning, brand identity, design, campaign creative and strategy for Wise Wheat, a new naturally grown wheat product. In April, Nichole Donovan was appointed to the newly created role of Client Director following a string of new business wins.
