Taking the mick out of ridiculous winespeak is a hugely enjoyable pastime enjoyed by many cynical New Zealanders and it was taken to glorious new heights in last year's DB Export Dry campaign 'The Wine is Over'. Now Invivo is hoping to cut through any notes of gooseberry, freshly cut grass or oak with a new billboard, Facebook and radio campaign that promotes the fact its award-winning wines mostly taste like, well, really good wine.
Invivo head honcho Tim Lightbourne says the campaign, via The Goat Farm and The Design Dairy, is a good fit with the company’s approach.
All [winemaker] Rob 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.”
But it's not just for their mates anymore. Lightbourne says Invivo's sales have grown 151 percent in the last 12 months and 75 percent of total sales now come from export to 16 countries, with the UK, Australia, Japan and Canada its key markets. And its mates are also a bit more influential than they were, with chat show host Graham Norton serving it to his guests every week.
In 2012, Invivo was 24th in Deloitte’s Fast50 with 259 percent growth and it has recently been approved as an NZTE Focus500 company. Not bad for a wine label that originally launched at the start of the recession.
This post originally appeared on StopPress