Marnong Estate has appointed FMCG brand and design agency Molasses to reposition and redesign its wine offering.
Molasses, which won the business following a competitive pitch, will manage the brand positioning, tone and packaging design for a new multi-tiered range of more than 20 varietals, including Marnong’s Montepulciano, Fiano and Shiraz varieties.
Molasses co-founder and brand director Dan Parritt said the agency is excited to be partnering with Marnong Estate in its next stage of evolution.
"To help redefine and deliver their aspirational wine journey, whilst bringing the Sunbury region back into the spotlight. Sunbury is being rediscovered as a prominent wine producing region, and we’re pleased to be showcasing the best of what it can be, with a distinct Marnong expression," he said.
“For Marnong Estate, the fusion of tradition and innovation is a way of life that touches every part of the business. It has a reputation of bringing people together to enjoy great experiences. We look forward to bringing Marnong Estate’s aspiration journey alive so more people can discover it and a love of wine and place.”
Marnong Estate GM Carl Forrest said the team have ambitious plans for its wine range that include how it presents and goes to market with the brand.
"We engaged Molasses because they clearly understood what we wanted to achieve and they offered a strong strategic and creative vision on how to execute on it. We can’t wait to see what they come up with.”
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