Treasury Wine Estates has unveiled a new global luxury brand platform for it's Wynns brand, in an effort to reposition and establish the South Australian wine producer as a luxury wine brand.

The 'Brutally Elegant' platform is accompanied by a comprehensive 360-degree campaign encompasses various touchpoints, including social media, out-of-home advertising, point of sale, tasting notes, and the website.

The 'Brutally Elegant' concept was developed by TWE's in-house agency, Splash. Wynns' wines are described as being influenced by the arctic winds of the Southern Ocean and cultivated in the rich Terra Rossa soil on ancient limestone bedrock. The rebranding seeks to highlight the contrast between rugged beginnings and refined luxury, akin to the creation of diamonds and pearls.

Wynns is renowned for its flagship wines, John Riddoch Cabernet Sauvignon and Michael Shiraz. The brand's history dates back to 1891, with Wynns being established in 1951. It holds the title of the largest single vineyard holder in the Coonawarra region and is regarded as a benchmark for quality and flavour.

The campaign includes a 30-second video, which is scheduled for public release on July 1st, 2025. The creative team for the campaign comprises individuals from Treasury Splash and other production companies.

Creative Director at Splash, Treasury Wine Estate’s in-house creative agency, Tom Opie, said: "Brutally Elegant is the story of juxtaposition, yin and yang, dark and light. An evocative and visceral theme, one that we look forward to informing brand experiences, tastings, brand ambassadors and more."

Treasury Wine Estate’s Head of Regional Marketing, ANZ, Nick Powell, said: "'Brutally, Elegant’ captures the raw beauty of Coonawarra and the uncompromising craftsmanship behind every bottle of Wynns. This new platform allows us to share our story in a bold and authentic way – one that reflects both the wildness of our landscape and the quiet confidence of our wines."