Alvi’s Drift – “Taste What’s Possible”
Alvi’s Drift – “Taste What’s Possible”
South Africa
From a legacy built on connection to a future driven by possibility—Alvi’s Drift Reserve Range reintroduced itself with a powerful message: success is not born, it’s built. Inspired by real stories and real journeys, this was wine reimagined for a new generation of achievers.
Brief: Reposition Alvi’s Drift and its Reserve Range as a premium yet accessible wine brand, deepening emotional resonance with a rising wave of Black South African wine consumers. Build awareness, drive trial, and reflect a refined sense of quality—without the elitist baggage of old-school wine culture.
Insight: A new generation is rising—ambitious, self-made, and intentional. These are customers building their own futures, rewriting narratives, and craving quality that reflects their personal growth. Wine should celebrate the journey, not gatekeep it..
Execution: Rooted in the story of Alvi’s historic bridge—a literal and symbolic connector—we launched “Taste What’s Possible,” a campaign that redefined premium as personal. Through a bold, elegant visual world and emotive storytelling, we invited our audience to reflect on their own journeys: the bridges they’ve built, the challenges they’ve crossed.
A flagship campaign film unpacked the legacy of the bridge and posed a question to our community: What was your bridge? With the help of culturally relevant influencers and tastemakers, we brought forward real stories of resilience and aspiration. Supporting copy like “Your Path is Yours” emphasized self-determination, while refined visuals captured the feeling of earned success.
The campaign sparked increased engagement, strong digital conversation, and growth in both brand visibility and Reserve Range sales—cementing Alvi’s Drift as a premium wine for the journey, not just the destination
