Export Dry: The wine that sold beer

Research showed that DB Export Dry's target market of 18-25 year old males didn't like wine, but they drank it to fit in. So Colenso BBDO New Zealand set out to save them from sauvignon and get them a beer.

For the first time in DB Brewery's history, the brewery made a wine. Placed in amongst other wines it looked like any other bottle, but on closer inspection it was actually an ad for Export Dry in disguise. Instead of an elaborate flavour profile, the back label coached men on how to get out of buying wine, and into buying Export Dry.

When the wine bottle was scanned at the counter, guys received $5 off a 12 pack of Export Dry and the wine bottle was returned to the display. The 'You Don't Have To Do This' wine bottles led to an instore sales increase of 350% in a single week.