--- title: Showpony Advertising News - The Winesmiths description: When The Winesmiths asked Showpony to create the brand positioning and campaign materials for their new cask wines, you know, consistency or something. image: https://www.showpony.com.au/hubfs/Screen_Shot_2015-11-16_at_5.25.29_pm.png --- - [Work](https://www.showpony.com.au/work) - [Capabilities](https://www.showpony.com.au/capabilities) - [About](https://www.showpony.com.au/about) - [News](https://www.showpony.com.au/news) - [Contact](https://www.showpony.com.au/contact) - [Work](https://www.showpony.com.au/work) - [Capabilities](https://www.showpony.com.au/capabilities) - [About](https://www.showpony.com.au/about) - [News](https://www.showpony.com.au/news) - [Contact](https://www.showpony.com.au/contact) # The Winesmiths --- Let's be honest - cask wine gets a pretty bad rap. It's hidden away in the back corner of the bottle shop where it's hard to find, and and where you don't want to be seen. Some is good, some is terrible, not much of it is reliable. Our challenge was to introduce a cask wine of consistently great quality to a new generation of drinkers who had never tried the format before. And when we saw the beautiful pack designs by Harcus Design, we were pretty excited - The Winesmiths had the potential to reinvigorate the whole category.  The positioning, "Crafted for your glass" emerged from the insight that while wine consumption is measured by the bottle, most of us only want a glass or two. The Winesmiths provides high quality wine by the glass, without the need to polish off a whole bottle for fear of it going to waste.  In addition to the brand platform, Showpony created a range of sales collateral and trade promotions for The Winesmiths, all centred around making cask wine just that little bit more social. The response from retailers and consumers has been phenomenal, with sales on track to achieve the 12 month target in just a fraction of the time.  Here's cheers!  ![](https://www.showpony.com.au/hs-fs/hubfs/WS21191_image_tester2.jpg?width=800&height=1131&name=WS21191_image_tester2.jpg) ![](https://www.showpony.com.au/hs-fs/hubfs/promo1.jpg?width=800&height=1133&name=promo1.jpg) ![](https://www.showpony.com.au/hs-fs/hubfs/012A67403.jpg?width=800&height=533&name=012A67403.jpg) ![](https://www.showpony.com.au/hs-fs/hubfs/Screen_Shot_2013-09-11_at_9.46_.19_AM_1.png?width=800&height=597&name=Screen_Shot_2013-09-11_at_9.46_.19_AM_1.png) ![](https://www.showpony.com.au/hs-fs/hubfs/Screen_Shot_2013-09-11_at_9.46_.43_AM_1.png?width=800&height=600&name=Screen_Shot_2013-09-11_at_9.46_.43_AM_1.png) ![](https://www.showpony.com.au/hs-fs/hubfs/Winesmiths_Display2.jpg?width=800&height=1320&name=Winesmiths_Display2.jpg) ![](https://www.showpony.com.au/hs-fs/hubfs/cutting_board1.jpg?width=800&height=579&name=cutting_board1.jpg)     --- ###### [WHITE RIBBON ACCREDITATION](https://www.showpony.com.au/news/white-ribbon-accreditation) [![](https://www.showpony.com.au/hubfs/images13.jpg) WHITE RIBBON ACCREDITATION October 27, 2024](https://www.showpony.com.au/news/white-ribbon-accreditation) [Showpony has gained White Ribbon accreditation.](https://www.showpony.com.au/news/white-ribbon-accreditation)[Read More](https://www.showpony.com.au/news/white-ribbon-accreditation) ###### [AADC AWARDS](https://www.showpony.com.au/news/aadc-awards) [![](https://www.showpony.com.au/hubfs/aadc-awards-2x.jpg) AADC AWARDS October 27, 2024](https://www.showpony.com.au/news/aadc-awards) [South Australian creative community rallies for sold-out 47th Annual AADC Awards, honouring local excellence and emerging talent.](https://www.showpony.com.au/news/aadc-awards)[Read More](https://www.showpony.com.au/news/aadc-awards) ###### [A Year in Tasmania](https://www.showpony.com.au/news/a-year-in-tasmania) [![](https://www.showpony.com.au/hubfs/SP_BRAND_TEMPLATE_EDM_AUG24_V1.jpg) A Year in Tasmania August 28, 2024](https://www.showpony.com.au/news/a-year-in-tasmania) [WE CAME DOWN FOR ADVERTISING…AND FOOD…AND WHISKY…](https://www.showpony.com.au/news/a-year-in-tasmania)[Read More](https://www.showpony.com.au/news/a-year-in-tasmania) ###### [National campaign to prevent vet suicide via Showpony](https://www.showpony.com.au/news/national-campaign-to-prevent-vet-suicide-via-showpony) [![](https://www.showpony.com.au/hubfs/sophies-legacy.jpeg) National campaign to prevent vet suicide via Showpony August 8, 2024](https://www.showpony.com.au/news/national-campaign-to-prevent-vet-suicide-via-showpony) [Veterinarians are four times more likely to die by suicide than the average person. Sophie Putland was one of them. Sophie's Legacy – founded by her parents, Kate and Gar...](https://www.showpony.com.au/news/national-campaign-to-prevent-vet-suicide-via-showpony)[Read More](https://www.showpony.com.au/news/national-campaign-to-prevent-vet-suicide-via-showpony) ###### [Showpony Goes Full Service In Joint Venture With Mel Roberts Of The Ad Room](https://www.showpony.com.au/news/showpony-goes-full-service-in-joint-venture-with-mel-roberts-of-the-ad-room) [![](https://www.showpony.com.au/hubfs/showpony_images_jmp2.jpg) Showpony Goes Full Service In Joint Venture With Mel Roberts Of The Ad Room April 23, 2024](https://www.showpony.com.au/news/showpony-goes-full-service-in-joint-venture-with-mel-roberts-of-the-ad-room) [The jury is out, full service is in. 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