Wild Estate’s The Untamed Winery launches as Waiheke’s ultimate adult playground

AUCKLAND, Today: Crave Global has partnered with Waiheke’s Wild Estate to revamp its brand as the ultimate adult playground, launching The Untamed Winery concept with a fresh look and feel.

Working alongside Wild Estate, Crave introduced a refined brand strategy, new operational framework, website, and an integrated campaign across outdoor, social media, influencers, PR, and onsite.

“Leaning into the positioning tagline, we wanted people to connect with their wild side when they choose Wild Estate,” says Crave’s Managing Director, Daniel Hopkirk.

“To do this, we have dialled up the venue’s unique offering, a playground for adventurous adults. New experiences will enable customers to explore how wild they want to be when they make their booking at Wild Estate – wild, wilder or wildest.”

“’The Untamed Winery’ concept taps into a younger audience that are experience obsessed.” – Keryn Matthews

These wild, wilder, and wildest options shape menu choices, activities, and group experiences. The “wildest” experience, coming next year, lets corporate groups redefine team-building.

“This truly unique experience enables a mainstay vineyard to evolve its proposition and stand out from the crowd.” With over 30 vineyards on the island, Crave aimed to help Wild Estate stand out by embodying the brand name’s spirit.

“Wild Estate is part of Waiheke’s fabric, with a long history of creating fun and engaging experiences for tourists, locals and corporate events. We wanted to help them elevate their brand and accentuate what they do so well.

“The Untamed Winery concept taps into a younger audience that are experience obsessed. Wineries on Waiheke is a crowded and competitive space. We had to do something that was distinctive and would set us apart from the rest,” says Managing Director and owner, Keryn Matthews.

Matthews added, “This impactful and playful approach that Crave has created for us will certainly get heads turning and at a good time coming into the summer season.”