Ode to Joiy

AUCKLAND, Friday: Joiy Wines has appointed full-service Freemans Bay indie Republik to manage its business here in New Zealand, handling creative, media planning and placement, effective immediately. Public relations will be managed by Impact PR.

There was no pitch and no incumbent.

Republik director Paul McNamara said: “Joiy founders Cath Hopkin and Chris Archer are on a mission. To take the romance, taste, provenance and sophistication of wine beyond our tables and make it more easily accessible by the pool, at the beach, on the boat or at a festival.

“Their passion for small format wines has transformed their boutique Martinborough-based operation into an awarded global brand, expanding from a single small-format bottle to eight canned wine products exported internationally.

“As the first company to produce and export canned wine, and the first to produce RTD wine cocktails, Joiy are true pioneers of modern wine enjoyment.

“It’s been a white-knuckled, rollercoaster of a ride.”

“Now, Cath and Chris’ best-selling products are distributed throughout New Zealand, Australia and Canada, and, increasingly, the United States, the largest can market in the world.

“The passion that flows from Cath and Chris is infectious. They have done such an amazing job getting the brand and product to where it is today, it’s a real privilege to part of the team moving forward. We’re super excited by the opportunity and can’t wait to get stuck in.

“Canned wine is a fast-growing category globally, positioning Joiy at the peak of a very exciting change in wine culture.”

Cath Hopkin said: “It’s been a white-knuckled, rollercoaster of a ride.

“As part of our growth strategy, we need an agency that can help us scale our brand and marketing footprint, and the team at Republik proved that they were up for the challenge and their enthusiasm for our business shone through.”

• joiy.co.nz