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 what it calls “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 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 comedic social media channels, 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.
Imported and distributed by Kingsland Drinks in the UK, Andrew Peace is on a “growth trajectory,” it said, “expanding its footprint across convenience retail in the UK and displaying significant, fast-paced category growth.”
The wines in the new campaign are the White Label Shiraz and Chardonnay, plus the Masterpeace skus - Chardonnay, Shiraz, Pinot Grigio and Cabernet Sauvignon, priced between £7 and £7.95, making them “accessible, available and affordable for all budgets.”
Vicky Wood, senior brand and insights manager at Kingsland Drinks, said: “The wines in the range are flying off 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 places the brand in a clear consumer moment embedding it into modern lifestyles and real-life drinking occasions in the home.”
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