Published on: November 9, 2026
The Wine Collective has appointed Today the Brave as its lead agency, tasking the agency with overseeing brand strategy, creative, media and public relations. The partnership comes as the Australian wine business marks its 80th anniversary and looks to strengthen its brand presence among existing and new audiences.
Established in 1946 as The Wine Society by Sydney-based neurosurgeon Dr Gilbert Phillips, the business was founded on the idea of connecting experienced wine enthusiasts with people interested in learning more about wine.
Eight decades later, this founding philosophy continues to shape The Wine Collective’s approach to making wine accessible and enjoyable for consumers.
The company brings together wine expertise and personalised services to help members explore different varieties and discover wines suited to their preferences. Its Tasting Panel curates wine selections, while complimentary Personal Wine Advisors offer guidance to members based on their individual tastes.
Darren Zeidler, CEO of The Wine Collective, said: “Celebrating 80 years is an incredible milestone, but it’s also an opportunity to think about our future. We have something genuinely special in The Wine Collective: decades of wine expertise, wonderful relationships with the best wine producers from Australia and around the world, and a highly personalised approach to helping our members discover amazing wine. We wanted a partner who could help us share our story with a new generation of wine lovers, stay true to the members who’ve been with us for decades, and bring that story to life consistently across every part of the brand.
“Today the Brave understood what makes The Wine Collective special and where the opportunity lies from the very first conversation.”
Jade Manning, Creative Partner at Today the Brave, said: “There aren’t many Australian brands that get to celebrate 80 years, and even fewer where the founding idea still feels this useful today.
“What we loved about The Wine Collective is that, despite an extraordinary amount of knowledge in the business, there’s no interest in making wine feel intimidating. It’s about sharing the good stuff, helping people discover something they might never have found themselves and always staying curious.
That gives us a brilliant foundation to build from, and plenty to play with as we help take the brand into its next chapter.”
The Wine Collective will continue its 80th anniversary celebrations in the coming weeks, with additional brand initiatives and activities expected to be announced.
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