Specialist FMCG brand design agency, Molasses, has been appointed by Canada's Andrew Peller to collaborate on the shopper strategy for the 'Rewild' wine range.

Molasses developed the original master brand and creative for 'Rewild', which is produced by Australia-based Duxton Vineyards. Andrew Peller, Rewild’s Canadian distributor and Canada’s largest premium wine producer, has chosen Molasses to support the in-store launch of Rewild.

"We’re delighted to be working with Andrew Peller and continue our association with the Rewild brand as it prepares to launch in Canada. With deep insights and understanding of the in-store trade and customer shopper journey, we look forward to leveraging our Rewild and shopper expertise alongside Andrew Peller’s understanding of the Canada market to help ensure a successful launch," said Dan Parritt, co-founder and brand director at Molasses.

Brand manager, owned imports for Andrew Peller, Dana Del Fabbro, said Molasses’ strategic expertise and capabilities, evidenced by its successful creation of the Rewild masterbrand and creative, makes it the perfect choice to assist with the shopper communications strategy.

"We are confident their insights on brand and customer journey will help drive Rewild's successful launch in Canada later this year," she said.

Rewild’s varietals, including Chardonnay, Pinot Grigio, Fiano, Moscato and Prosecco, are sustainably made with minimal intervention in the Southern Murray Darling. Rewild is the current largest certified member of Sustainable Winegrowing Australia. Following its successful Australian launch three years ago, the brand is now expanding to new markets including the US, UK, Europe, China, and India, in addition to Canada.