Brand and design agency, Molasses, has been tasked with the development of brand strategy, positioning, naming, packaging, visual identity, website, creative communications, and point of sale collateral for a new sparkling wine range from Duxton Vineyards. The new wine range, Solara, is aimed at fun-loving, eco-conscious millennials. Solara includes Prosecco and Chardonnay Pinot Noir varieties, offering high-quality Australian sparkling wines at an affordable price point. The wines are produced in line with Duxton Vineyards’ sustainable practices. Duxton Vineyards is the current largest certified member of Sustainable Winegrowing Australia.

Molasses developed the ‘Life with Fizz’ positioning for Solara, aiming to resonate with a modern, everyday celebration and a brand that is actively doing better for the environment. The packaging for Solara was designed to balance tradition with the modern consumption habits of millennial consumers. Solara has attracted interest from several countries including the UK, US and India, and is already being carried by more than 30 stockists across Australia.

"Solara, and the ‘Live with Fizz’ positioning aims to ignite passion with a contemporary audience that embraces life to the fullest, while also responding to the demands for sustainably sourced brands. It reinforces vibrancy and wellbeing with a fun, inclusive and accessible tone. This has been a really exciting project to work on, and further extends our great relationship with Duxton Vineyards having previously worked on their masterbrand and Rewild range." said Dan Parritt, co-founder and brand director at Molasses.

"Solara has been launched to meet a specific demand for today’s millennials. It challenges the traditional perception of sparkling wines with a modern and positive twist that appeals to our demographic. We worked closely with the team at Molasses to ensure it reflected the aspirations and life stage of our target cohort. We are delighted with the result," according to Wayne Ellis, general manager, Duxton Vineyards.