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.
Wine industry experts and 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 producing 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. Now, Hopkin and Archer’s best-selling products are distributed throughout New Zealand, Australia and Canada, and, increasingly, the United States, the largest can market in the world. JOIY is New Zealand’s top-selling wine in a can, and it has occupied the top spot in Canada for the past four years. Even more exciting is that canned wine is the fastest-growing category for wine globally, positioning JOIY at the peak of a very exciting change in wine culture.
Admits Hopkin: “It’s been a white-knuckled, rollercoaster of a ride.”
But don’t go thinking modern design and accessibility means a compromise in quality. JOIY is the recipient of multiple awards, including three Golds at the International Canned Wine Awards 2021. As the only brand in the southern hemisphere that is fully focused on canned wine beverages, JOIY offers a dazzling range of drops, from the popular Sparkling Rosé to Pineapple Wine Seltzer. The company is also set to release a full range of delicious wine cocktails, including a sparkling wine and orange juice Mimosa.
Says Hopkins: “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.”
Says Paul McNamara, director, Republik: “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.”