Australian winery Taylors is embracing a forward-thinking approach to packaging, product development, and market targeting to solidify its position in the competitive Asian wine market. By blending innovation with tradition, Taylors is addressing evolving consumer preferences while preserving its winemaking heritage.
Creative Packaging Innovations
Taylors’ standout innovation is the thermochromic strip on its estate label bottles, designed to enhance the wine-drinking experience. These temperature-sensitive strips help consumers serve wines at their ideal temperatures, ensuring optimal flavour.
Red Wines: Recommended serving temperature of 16–18°C, challenging the misconception that red wine should be served at room temperature.
White Wines: Suggested slightly warmer than fridge temperature (4–6°C) to enhance their flavour profile.
This feature helps educate consumers and elevate their enjoyment, making wine more approachable and accessible.
Additionally, Taylors was an early adopter of screw caps, replacing corks in 2004 for all its wines. This transition resolved issues such as cork taint and oxidation, reducing wastage and improving quality. The adoption of Seraphin tin screw caps ensures controlled micro-oxygenation for better wine ageing, further solidifying Taylors’ commitment to innovation and quality.
Targeting Younger Consumers with The Aromantiques
Taylors is also addressing shifting consumer demographics with the launch of The Aromantiques, a collection tailored for younger wine enthusiasts aged 25 to 40. The range features lighter, more refreshing varietals like Pinot Gris, rosé, and GSM (Grenache, Shiraz, Mourvèdre), appealing to preferences for approachable and vibrant wines.
Perfume-Inspired Design: Slim, elegant bottles evoke luxury and sustainability, doubling as reusable containers for water, oil, or flowers.
Eco-Friendly Focus: Bottles include recyclable Vinolok closures, showcasing Taylors’ alignment with sustainability trends.
This line is specifically aimed at young female consumers and will initially target markets in Singapore, Japan, and Hong Kong, bypassing China for the time being.
Embracing Sustainability and Expansion
Taylors has positioned sustainability at the forefront of its operations, designing eco-friendly packaging and aligning its strategies with global sustainability trends.
In the Asian market, Taylors is leveraging its heritage brand to re-establish connections, particularly in duty-free channels like airports. The recent removal of tariffs on Australian wines in China has renewed opportunities, though the company is taking a measured approach, focusing first on rebuilding its brand before introducing new products.
By combining cutting-edge packaging technologies, a focus on younger demographics, and a commitment to sustainability, Taylors is redefining the wine experience in the Asia Pacific region. With a clear understanding of the region’s sophisticated palettes and respect for quality, Taylors is well-positioned to expand its footprint in one of the most dynamic wine markets globally.
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