AUNZ influencer marketing agency, Social Soup, and Treasury Wine Estates have created something new for Australian alcohol advertising. It’s an always-on creator community called House of Winefluence, that will deliver monthly content from launch in August. House of Winefluence will draw on Socal Soup’s creator academy, a curated group of more than 200 creators, to generate upwards of 1,000 pieces of content across a 12-month cycle for three of TWE’s wine brands – Squealing Pig, Pepperjack and 19 Crimes.

The idea gives Treasury Wine estates marketing consistency – no down time to lose momentum – and a standing roster of more than 200 wine lovers who know the brands, trust the products and show up month after month. No need to re-brief and re-vet creators for individual campaigns and creators can respond to a product launch, a seasonal moment, or a cultural trend without starting from scratch.

House of Winefluence provides an entrée to wine for the next generation of drinkers, while building loyalty and appreciation through the stories behind every bottle and showing that wine can be enjoyed your way, for any occasion.

TWE’s award-winning in-house agency, Splash, developed the House of Winefluence brand identity, creating a distinctive platform to bring the program and its creator community to life.