Influencer agency Social Soup has launched House of Winefluence with Treasury Wine Estates (TWE), described as an always-on wine creator community.
Opening in August, the program will run monthly content and activity over a 12-month cycle, generating more than 1,000 pieces of content across TWE's Squealing Pig, Pepperjack and 19 Crimes brands.
Social Soup will draw on a curated bench of more than 200 creators. TWE's in-house agency Splash developed the House of Winefluence brand identity.
Sharyn Smith, founder and CEO of Social Soup, said the program shifted creators from campaigns to a true always-on academy.
"Instead of re-briefing and re-vetting creators every time, TWE now has a standing roster of more than 200 wine lovers who know the brands, trust the products and show up month after month,” she said.
"When a brand goes quiet between campaigns, it loses momentum with audiences and creators. Always-on means TWE has a standing community of creators who can respond to a product launch, a seasonal moment, or a cultural trend without starting from scratch.”
Ari Wytwornik, TWE marketing manager for digital and social media, said the program was about making wine more approachable and relevant for the next generation of consumers.
"House of Winefluence is about breaking down barriers, celebrating the story behind every bottle and showing that wine can be enjoyed your way, for any occasion," he said.
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