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Edenvale is Australia’s premium alcohol removed wine, sold through retail outlets and online. Low alcohol and alcohol removed wine is a globally growing category. In Australia, it has been available for decades but is still not marketed at the level of low alcohol or non-alcoholic beer.

With low awareness and understanding within the ‘Alcohol Removed’ category, shoppers often perceive the products as juices, not wines. There is also a lack of understanding as to why there is a need for alcohol removed wine – they have not made the connection with the occasions where the product has real benefit.


In 2017, following a brand refresh and packaging update, Edenvale sought an agency to effectively re-launch the brand to drive sales through the busy end of year period with a projected 12 – 15% uplift in sales.

The brief was to have consumers perceive the brand as a sophisticated lifestyle beverage for adults of all ages, for people who love wine but want an alcohol removed option.


Icon developed a summer campaign based around the creative concept – Thanks for the Memories.

Thanks for the memories is about being in the moment and the freedom to live in the moment. It’s about choosing to abstain for one occasion, one day, one month or forever. Being proud of your choices and not feeling you have to hide it from anyone.


Icon recommended a strategy maximising paid, earned and owned media properties to gain widespread brand awareness and drive sales increases for the busy summer period

The campaign achieved a reach of 9million and via social media channels highlighted strong brand advocates who were willing to take on the role of explaining the category to those with a negative view.

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