Australia Launches Its First Always-On Wine Creator Community
Treasury Wine Estates (TWE) is redefining wine marketing in Australia with the launch of House of Winefluence, an innovative creator community designed to strengthen connections between wine brands and modern consumers. Developed in partnership with Social Soup, the year-long initiative brings together more than 200 wine-loving content creators who will produce over 1,000 pieces of original content across TWE’s popular wine brands, including Squealing Pig, Pepperjack, and 19 Crimes.
Set to launch in August, the initiative represents the first always-on creator community established by a wine company in Australia. Rather than relying on occasional influencer campaigns, House of Winefluence introduces a continuous engagement model that allows creators to work closely with TWE throughout an entire 12-month cycle. Through monthly activations, the program aims to showcase wine as a natural part of everyday social experiences while helping the company remain culturally relevant in a rapidly evolving digital landscape.
A New Era of Wine Marketing
Consumer behaviour has changed dramatically over the past decade. Social media platforms have become the primary source of inspiration for food, beverages, entertainment, and lifestyle trends. Consumers increasingly seek authentic recommendations from trusted creators rather than traditional advertising campaigns.
Recognising this shift, Treasury Wine Estates developed House of Winefluence to establish a long-term creator ecosystem that consistently tells the stories behind its brands. Instead of partnering with different influencers for isolated campaigns, the company has created a dedicated network of creators who become genuine advocates for its portfolio.
The always-on model enables creators to develop a deeper understanding of the brands while giving audiences consistent, relatable content throughout the year.
Whether it’s a weekend barbecue, dinner party, festive celebration, casual catch-up with friends, or an intimate evening meal, creators will demonstrate how wine naturally complements life’s everyday moments.
Bringing Wine into Everyday Conversations
Wine has long played an important role in social gatherings around the world.
From raising a toast during milestone celebrations to sharing a bottle over dinner with friends or enjoying a glass while relaxing after work, wine remains one of the world’s most enduring social beverages.
However, the way consumers discover wines has changed significantly. Today’s audiences are influenced by social media, lifestyle creators, and authentic storytelling rather than conventional advertising.
House of Winefluence has been specifically designed to bridge this gap.
By encouraging creators to share genuine experiences rather than scripted promotional content, the initiative hopes to make wine more approachable and relevant for younger and digitally engaged consumers.
Instead of focusing solely on tasting notes or technical winemaking information, the creators will produce content centered around entertaining, cooking, travel, seasonal occasions, celebrations, and personal lifestyle moments where wine naturally belongs.
More Than 1,000 Pieces of Original Content
Over the course of the year, more than 1,000 unique pieces of content are expected to be published across various social media platforms.
The creator community will highlight three of Treasury Wine Estates’ best-known brands:
- Squealing Pig, recognised for its vibrant and contemporary appeal.
- Pepperjack, known for its bold Australian wine portfolio.
- 19 Crimes, one of Australia’s most globally recognised wine brands that combines storytelling with historical narratives.
Through regular monthly campaigns, creators will showcase these brands across a variety of real-life occasions, allowing audiences to experience wine in authentic settings rather than highly polished advertising environments.
The steady flow of content also provides TWE with an ongoing presence across social platforms, helping the company stay connected with consumers year-round.
Innovation at the Heart of the Initiative
The launch of House of Winefluence reflects Treasury Wine Estates’ broader commitment to innovation across marketing and consumer engagement.
Rather than treating influencer marketing as a series of disconnected campaigns, TWE has adopted a community-first approach that prioritises long-term relationships with creators.
This model offers several advantages.
Creators become increasingly familiar with each brand over time, allowing them to produce richer and more authentic content.
Consumers benefit from seeing trusted creators integrate the wines naturally into their lifestyles rather than appearing in occasional sponsored posts.
For TWE, the continuous engagement creates stronger brand consistency while reducing the need to repeatedly recruit and brief new creators for every campaign.
The result is a scalable creator ecosystem capable of supporting multiple brands across diverse occasions throughout the year.
Splash Creates the House of Winefluence Identity
An important element of the program is its distinctive branding.
Treasury Wine Estates’ award-winning in-house creative agency, Splash, developed the complete House of Winefluence brand identity.
The creative platform gives the program its own visual personality and recognisable presence while supporting communication with creators throughout the year.
Rather than functioning as a temporary campaign, House of Winefluence has been designed as a long-term community with its own identity, helping creators feel connected to a larger movement rather than individual brand promotions.
This cohesive branding also strengthens engagement across social channels by creating a consistent experience for both creators and consumers.
Supporting Authentic Creator Partnerships
A defining feature of House of Winefluence is its emphasis on authenticity.
Creators are encouraged to produce content that reflects their own lifestyles, interests, and audiences instead of following rigid advertising scripts.
This flexibility allows wine to be presented in genuine settings, whether paired with home cooking, outdoor entertaining, seasonal festivities, travel experiences, or relaxed evenings with family and friends.
Authentic storytelling has become increasingly valuable in influencer marketing because audiences tend to respond more positively to content that feels personal and unscripted.
By empowering creators to tell their own stories, Treasury Wine Estates aims to foster stronger trust and engagement among consumers.
Leadership Perspectives
Ari Wytwornik, Marketing Manager – Digital and Social Media at Treasury Wine Estates, believes the initiative reflects the evolving role wine plays in modern social occasions.
According to Wytwornik, wine has always been one of the world’s strongest social connectors, but brands must continue evolving alongside changing consumer expectations. House of Winefluence seeks to remove barriers around wine appreciation while celebrating the unique stories behind every bottle and encouraging consumers to enjoy wine in ways that suit their own lifestyles and occasions.
Sharyn Smith, Founder and Chief Executive Officer of Social Soup, described the initiative as a significant evolution in creator marketing.
She explained that Social Soup has transformed its creator network from campaign-based collaborations into a genuine always-on academy. Instead of repeatedly sourcing, vetting, and briefing new influencers, Treasury Wine Estates now has access to a dedicated community of more than 200 wine enthusiasts who understand the brands, trust the products, and consistently create content month after month.
Strengthening Long-Term Consumer Connections
The House of Winefluence initiative represents more than just a marketing campaign—it reflects a strategic shift toward relationship-driven brand building.
As digital communities continue to influence purchasing decisions, long-term creator partnerships provide brands with greater authenticity, continuity, and consumer trust.
For Treasury Wine Estates, this approach supports stronger engagement while ensuring its wines remain visible in the moments that matter most to consumers.
By combining consistent storytelling, creator collaboration, and community engagement, House of Winefluence positions TWE at the forefront of wine marketing innovation in Australia.
With more than 200 dedicated creators, over 1,000 anticipated pieces of content, and year-round activations across Squealing Pig, Pepperjack, and 19 Crimes, the program demonstrates how wine brands can evolve alongside changing consumer behaviours while remaining an integral part of everyday social experiences.
Source Link:https://www.tweglobal.com/
