Today the Brave has been appointed as lead agency across brand strategy, creative, media and PR for The Wine Collective with the partnership focused on building the next chapter of a business that has been helping Australians discover great wine since 1946.

Founded as The Wine Society in 1946 by Sydney neurosurgeon Dr Gilbert Phillips, the business began with the simple idea of bringing together people who know a lot about wine with people who want to know more. Eighty years later, that remains at the heart of the business.The Wine Collective combines expertise with a genuine passion for helping people explore the world of wine.

Darren Zeidler, CEO, The Wine Collective, stated, “Celebrating 80 years is an incredible milestone, but it’s also an opportunity to think about our future. We have something genuinely special in The Wine Collective: decades of wine expertise, wonderful relationships with the best wine producers from Australia and around the world, and a highly personalised approach to helping our members discover amazing wine. We wanted a partner who could help us share our story with a new generation of wine lovers, stay true to the members who’ve been with us for decades, and bring that story to life consistently across every part of the brand.

“Today the Brave understood what makes The Wine Collective special and where the opportunity lies from the very first conversation.”

Jade Manning, creative partner at Today the Brave, added, “There aren’t many Australian brands that get to celebrate 80 years, and even fewer where the founding idea still feels this useful today.  What we loved about The Wine Collective is that, despite an extraordinary amount of knowledge in the business, there’s no interest in making wine feel intimidating. It’s about sharing the good stuff, helping people discover something they might never have found themselves and always staying curious.

That gives us a brilliant foundation to build from, and plenty to play with as we help take the brand into its next chapter.”