The Andrew Peace Australian wine brand is uncorking its biggest campaign to date this summer with a new brand positioning centred on ‘Smooth, Even When Life Isn’t’ and nationwide consumer activity targeting ‘the unwind moment’.
A fun play on the brand’s award-winning taste credentials, reliability and how it fits into the everyday lives of its shoppers, the new positioning will focus on how finding a moment of calm among the chaos of life can feel like a small luxury, and how Andrew Peace fits perfectly into that occasion. The campaign highlights the brand’s famed characteristics
The Smooth, Even When Life Isn’t campaign will be communicated and led by brand ambassador Jane Dowden, supported with media activity across national and consumer press, influencer engagement, nationwide sampling, a radio campaign, heavyweight digital and media partnerships, trade and consumer PR, and social media.
Jane Dowden, known for her popular comedic social media channels @mum_and_a_mic, will bring to life the brand’s personality – open, accessible, relatable to everyday consumers. For 2026, the brand PR campaign will communicate how Brits can escape for five minutes peace among the busy day to day chaos of modern lifestyles.
The wines spotlighted in the campaign are the brand’s successful White Label Shiraz and Chardonnay, available in Co-op and Morrisons, plus the Masterpeace skus that are exclusive to Tesco – Chardonnay, Shiraz, Pinot Grigio and Cabernet Sauvignon. They are priced between £7.00 and £7.95 –
Vicky Wood, senior brand and insights manager at Kingsland Drinks, says: “The wines in the range are flying off supermarket shelves and as the brand continues to grow and become a part of everyday shopper baskets, it was important to reposition Andrew Peace wines to focus more on its consumers and the busy lives they lead. The new positioning and campaign for 2026 places the brand in a clear consumer moment embedding it into modern lifestyles and real-life drinking occasions in the home.
“The Andrew Peace wines speak for themselves as each one is a brilliant expression that drinkers know will deliver every time. It’s a third generation
Imported and distributed by Kingsland Drinks in the UK, the award-winning Andrew Peace brand is on a growth trajectory, expanding its footprint across retail and hospitality in the UK and displaying significant, fast-paced
For more information, visit Kingsland
