It’s a real challenge to find relevant opportunities for collaboration between two brands as a brand marketer.
On the other hand, it’s so refreshing to see the planets align when a great match is made. I’m talking about the strategic alliance of the Adelaide Oval and exceptional wine brand Henschke.
Henschke wines and the recently revamped Adelaide Oval have struck a great union that will stretch both brands as icons for South Australia. This is through the establishment of the ‘Hill of Grace’ restaurant (due to open August 2014). The ‘Hill of Grace’ is Henschke’s flagship wine and competitor to Penfold’s Grange.I may be mistaken to say, it appears the name of the infamous yet iconic Adelaide Oval ‘Hill’ is getting a makeover with the new focus being on the restaurant ‘Hill of Grace’. If rated well once opened, this restaurant and partnership, will surely position the Henschke ‘Hill of Grace’ brand very strongly before the eyes of a very vast audience of patrons, delegates and guests.
The now giant grounds will play host to cricket and AFL football games, attracting huge crowds from interstate and overseas. The venue also caters to a vast audience for weddings, conferences and private events. This restaurant makes a lot of sense for Henschke. To date the wine brand didn’t have a restaurant attached to their name where high-enders could wine and dine in the way Magill Estate does with Penfolds. So this strategic collaboration is a very well thought out proposition. This union is a true integration of marketing and business – the way it should be.