Matua, Treasury Wine Estates’ brand, has kicked off a global campaign, ‘Start Something Fresh’, partnering with Kiwi star Aesha Scott as its new brand ambassador.
The campaign, filmed and produced entirely in New Zealand, features a local creative team of cast, crew, photographers, and directors to highlight the brand’s heritage.
Scott, known for her role as chief stew on Bravo TV’s Below Deck, will promote the wine portfolio by encouraging consumers to engage in new experiences, which the brand describes as ‘curiosity’, ‘spontaneity’, and ‘willingness to say yes’.
The partnership activated on June 27 at the Palm Tree Music Festival Hamptons, where the brand hosted the Matua Sauvy Social Lounge. The experiential lounge is scheduled to appear at multiple Palm Tree Music Festival events throughout this year.
Matua brand remains the Official White Wine Sponsor of the festival platform, which was founded by Kygo and Palm Tree Crew, following previous activations in Aspen and Miami.
The campaign features several alternative product formats within the brand’s portfolio, including Matua’s traditional New Zealand Sauvignon Blanc, Matua Lighter, Matua Cooler, and Matua Bagnum.
The campaign rollout follows a period of sustained growth for the category. According to data from New Zealand Winegrowers, New Zealand wine exports to the US recorded their 16th consecutive year of growth in 2024.
“Aesha embodies the spirit that has always defined Matua,” said Katie Lindsay, global brand director of Matua.
“As the original New Zealand Sauvignon Blanc, we’ve always believed in upholding our pioneering spirit and inspiring consumers to inject fresh energy into everyday moments. Aesha brings that same sense of curiosity, vibrancy, and authenticity to everything she does, making her the perfect partner to Start Something Fresh.”
Last month, Treasury Wine Estates (TWE) informed investors of a raft of changes it plans to make, following a period of heavy losses.
