Café Culture Launches Sociable Live-Free Campaign to Illustrate #WineWithoutRules
Tuesday, 25 November, 2014
Kisha van Vuuren
Unconventional wine brand, Café Culture has launched a sociable, ‘live-free’ campaign to get people to forget about wine snobbery and enjoy wine anyway they like, while illustrating #winewithoutrules.
“There are all kinds of rules when it comes to wine,” says Kerryn Lancaster, Global Brand Manager at for Café Culture. “There are rules that dictate what you’ll have for dinner, what glass you’ll be drinking out of and even what the ideal temperature the wine should be. Then there’s the wine tasting, involving the pretentiously skillfull swirl of a glass, the whiffing and sipping and sometimes even spitting.”
She says that this all gives far too much dominion over something as simple and beautiful as enjoying a glass of wine. “So, with this in mind we decided to embark on a campaign dubbed #winewithoutrules for our non-traditional, crafted Pinotage, Café Culture.”
“Our only rule while drinking this blend, which has a soft, mocha, dark chocolate and toffee undertone, complimented by an aroma of fresh berries, is to drink and enjoy it anyway you like it,” she says. “For us, ‘Wine Without Rules’ sums up everything we are trying to do with the Café Culture brand. There are so many rules about drinking wine that consumers often get overwhelmed and move onto other drinks like beer or spirits.”
Lancaster explains that the #winewithoutrules campaign supports the Café Culture brand essence of ‘Live Free’ by using the digital environment to inspire social wine drinkers to drink it their own way.”
“In essence we want them to forget what they've read or heard about wine, drink the wines they like, with whatever they like and out of any glass they like,” she says. “This is why for our signature serve we have chosen a tumbler. We have also developed a Café Culture ice-cream in partnership with artisanal ice-crea producer, Sorbetière and will be embarking on a series of experiential activations called #UrbanPicnics and in some key on-con places a Wine Pong League.”
“The Café Culture drinker is anyone but they are not oenophiles, cork dorks or wine geeks, so generally our marketing efforts are targeted at a younger consumer but we have seen people up to the age of 60 years who just generally love the way it tastes,” she adds.
“Café Culture is trying to break all conventional wine rules, “The brand is all about the experience, where other wine brands are concerned with tasting notes and wine awards, we are trying to offer our drinkers something more and the wine itself breaks all the rules,” Lancaster explains.
According to winemaker Anneke Du Plessis, with Café Culture, the magic is in the Pinotage grapes. “We achieved our coffee, mocha, toffee flavour through a combination of the grapes and specially toasted wood,” she adds.
“Rules are there to be broken, and we are hoping that with our #winewithoutrules campaign we can inspire fun, sociable moments with opportunities to drink and enjoy wine while delivering an entertaining way to look at wine while breaking all conventional wine rules,” concludes Lancaster.
Café Culture Pinotage is available at most retail outlets for a RSP of R49,99.
For more information visit: www.cafeculturewines.com or join the conversation on facebook.com/cafeculturewines or @TheCafeCult on Twitter #winewithoutrules