The Wine Collective Appoints Today the Brave as Agency Partner

The Wine Collective has appointed Today the Brave as its lead agency for brand strategy, creative, media and public relations.

The partnership comes as the retailer marks 80 years in business, with a focus on sharing its story with new generations while maintaining its longstanding relationships with members.

Founded in 1946 as The Wine Society by Sydney neurosurgeon Dr Gilbert Phillips, the business was built around connecting wine experts with people keen to learn more. Today, it aims to make wine accessible and enjoyable through its expert Tasting Panel and complimentary Personal Wine Advisors.

The Wine Collective CEO Darren Zeidler said the anniversary was an opportunity to look ahead and work with a partner that could communicate the company’s expertise and personalised approach consistently across the brand.

Today the Brave Creative Partner Jade Manning said the business’s original idea remained relevant, highlighting its commitment to helping people discover wine without making it feel intimidating.

Further brand activity is expected as The Wine Collective continues its 80th anniversary celebrations.

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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!