Croser Sparkling Wine Redefines Luxury in Striking Vignettes

Croser, one of Australia’s most celebrated sparkling wine producers, has launched a new national brand campaign, ‘Vignettes of Australian Luxury’.

Directed by Hugh Barton, the campaign invites Australians to celebrate their own take on luxury.

Breaking away from the Eurocentric well-worn ideals of luxury, Vignettes of Australia Luxury presents a distinctly local point of view, melting Aussie grit with an elevated glamour.

Vinarchy marketing director Amy Darvill said, “As a brand founded on the belief that Australia can produce world-class sparkling wine, we wanted to challenge the traditional definition of luxury and instead celebrate our own version of it. The opportunity for Croser is to show that Australian sophistication looks different -- it’s effortless, expressive, and rooted in our lifestyle”.

TBWA creatives Louis Royle and Sophie Verheul added, “Australia’s view of luxury doesn't hinge on old world perfection -- it’s about the real and raw moments that feel unmistakably ours.

"The perfectly ornate Chinese restaurants you’ll find in the middle of nowhere, summer afternoons spent in your grandma’s backyard under the sprinkler, sun-bleached coastal motels you spent every single holiday in. Balancing these scenes with high fashion, ethereal colour palettes and an Aussie post-punk track, creating something raw, dream-like and deeply relatable.”

The campaign features three hero films directed by Hugh Barton with music by Sex Mask. It launches alongside a refreshed Croser packaging and identity, rolling out nationally across digital, social, and out-of-home throughout the summer.