Brancott Estate launches online ‘Wine Explorer’ tool with Impero
New Zealand wine brand Brancott Estate has launched a new online tool, ‘Wine Explorer’, to help demystify the world of wine.
Created by the brand’s global digital agency Impero (London), Wine Explorer uses HTML5 Canvas technology, based on the behaviour of force-directed graphs, to provide an intuitive online tool that allows people to find their favourite wine or attribute of it, then explore other wines in the range that share the same or similar characteristics.
Emma Donnellan, marketing design director for Brancott Estate, said: “Most people can tell you what their favourite wine is and why it’s their favourite. It’s easy to find the characteristics of a specific wine, but finding a different wine with the same characteristics can be a time-consuming process if you don’t already know about different varietals or winemaking techniques.”
More than 100 individual characteristics across 15 attributes of Brancott Estate wines were identified and then condensed into a shortlist, each presenting a typical attribute that applied to one or more wines. Attributes include varietal, flavours, aromas, food matches, colour, alcohol level and more.
Michael Scantlebury, creative director of Impero, said: “We knew we had to attack this problem in a completely new and creative way. The final result is something we have never seen used before in the wine industry and we’re excited to see how consumers respond to it.”
Impero’s clients include Jacob’s Creek, Chivas Regal, Beefeater Gin and Lindt Chocolate.
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