THE CLIENT

Sirromet is a leading Australian winery having won more than 430 national and international wine awards. Based in Queensland and employing more than 120 staff, Sirromet has produced in excess of seven million bottles in the last decade. Sirromet has also developed a strong international reputation as a premium wine brand with its prize cabernet sauvignon retailing for US$300 per bottle. Publicity Queen was appointed to publicise Sirromet's 10th Anniversary.

THE CHALLENGES

The Australian wine-drinking public are more familiar with the quality of southern-state wines and there is an unfamiliarity with and hesitancy towards Queensland wines. As a winery based in Queensland, Sirromet’s wines are considered to be part of this collective.

THE STRATEGY

Publicity Queen’s focus was to gain local Queensland, as well as national, recognition for Sirromet as a premium wine brand of choice, and to mark the 10th Anniversary for the brand.

OUR RESULTS

In just a couple of months since being appointed, Publicity Queen generated widespread exposure of the 10th Anniversary in leading local media outlets, spanning newsprint, magazines, radio and online channels.