Marnong Estate has appointed FMCG brand and design agency, Molasses, to reposition and redesign its wine brand following a competitive pitch.

Molasses has been tasked with managing the brand positioning, tone, and packaging design for a new multi-tiered range of over 20 varietals. This includes Marnong’s award-winning wines; Montepulciano, Fiano and Shiraz varieties.

Located just 35 minutes from Melbourne’s CBD, Marnong Estate offers panoramic views of the Macedon Ranges. The estate features event spaces, boutique accommodation, a cellar door, and two premium authentic Italian restaurants, La Vètta and Cucina 3064. Marnong Estate serves as a community hub, providing visitors with a space to gather, slow down, and share experiences.

"We’re really excited to be partnering with Marnong Estate in their 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," said co-founder and brand director at Molasses, Dan Parritt.

General manager at Marnong Estate, Carl Forrest, said the business had ambitious plans for its wine range. "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."

The win is the latest for Molasses, following the appointment by Allied Pinnacle to lead the brand strategy, positioning, brand identity, design, campaign creative and strategy for Wise Wheat. In April the agency appointed Nicole Donovan to the newly created role of client director.