Social Soup and Treasury Wine Estates Join Forces to Launch an Innovative Wine Creator Community

Social Soup has unveiled a new wine creator community named House of Winefluence in partnership with Treasury Wine Estates (TWE). This initiative marks the launch of the first-ever, continuous content creation program for TWE’s wine brands and aims to foster an engaging and dynamic online presence for the company over the next year.

House of Winefluence will officially open in August, featuring a structured plan to deliver monthly content and activities throughout a 12-month span. At the core of this initiative is Social Soup’s robust creator academy, which includes a pool of over 200 influencers who will contribute to more than 1,000 pieces of content for TWE’s brands: Squealing Pig, Pepperjack, and 19 Crimes.

Sharyn Smith, Founder and CEO of Social Soup, emphasized the strategic advantages of this community-driven approach, stating that it allows TWE to maintain a consistent and authentic connection with creators who are already acquainted with the brand. Instead of starting afresh for each new campaign, TWE will benefit from a standing roster of creators who are genuinely interested in their products.

The program is designed to keep engagement alive between campaigns, preventing brands from losing momentum. Ari Wytwornik, TWE’s Marketing Manager for Digital and Social Media, highlighted the importance of evolving wine as a social connector for modern consumers. He expressed enthusiasm for continuing the partnership with Social Soup, recognizing the need to make wine more accessible and relevant to the next generation.

The House of Winefluence branding was developed by TWE’s in-house agency, Splash, showcasing a distinctive identity to support the new program.

For more details, you can explore:

• Treasury Wine Estates
• Squealing Pig
• Pepperjack
• Social Soup
• Sharyn Smith

About the Author: Chris Lehoux

Meet Chris Lehoux, an experienced wine connoisseur and dedicated blogger with a deep passion for all things wine-related. With years of expertise in the industry, Chris shares insightful wine reviews, valuable wine tasting tips, expert pairing advice, and captivating tales of vineyard visits. Join Chris on a journey through the world of wine, where every sip is an adventure waiting to be savored!