Cellarbrations brings a personal touch to every occasion in new campaign via Channel T

Cellarbrations may be one of the largest independent liquor brands in Australia, but customers will still find personalised advice from owners like Paul, who features in its latest brand campaign

The campaign, created by Channel T, follows the story of a couple who’ve just moved into a new house and are seeking advice on what drop to buy for just the occasion.

‘That calls for Cellarbrations’ new TVC

The first spot of the campaign sees new-to-the-area Tom and Cass run through the rain to their new local Cellarbrations, before they are greeted by Paul who makes them feel welcome straight away.

The campaign launches the new creative platform ‘That calls for Cellarbrations’, and follows the development of a new brand positioning and strategy by Channel T and Australian Liquor Marketers (ALM).

Across the series, the evolving relationship between Paul and his customers will be explored further.

It will run across TV, digital and social channels, and the spot also features Aussie singer-songwriter Pete Murray with an acoustic cover of ‘Celebration’ by Kool & The Gang.

Channel T executive creative director Pete Cerny said the story behind the campaign is one that is easy for Aussies to identify with.

“The story of Tom and Cass is one many Australians will identify with – first home, new neighbourhood, new people. But the charm of the campaign comes through its appreciation of the little moments and interactions in life, and those we share them with,” Cerny said.

“In Tom and Cass’ case it’s shared through their growing friendship with their local Cellabrations owner, Paul. And friendships are always best paired with the right drink for the occasion (onya Paulie!)”

ALM’s GM marketing, Josh Gaudry, added that he’s excited to see how the relationship unfolds and changes over time.

“We are super excited to bring this campaign to life for Cellarbrations. It is aligned with our overarching strategy of building the brand through a balance of short term tactical marketing together with long term brand building,” he said.

“I’m looking forward to seeing how this relationship unfolds over time”.


Creative Agency: Channel T
Executive Creative Director: Pete Cerny
Creative Director: Tim Bishop
Creative Director: David Joubert
Managing Director: Lisa Ramsey
Group Account Director: Andrew Grey
Producer: Sue Hind
Writer: Paul Suters

Client: Australian Liquor Marketers
GM Marketing: Josh Gaudry
Senior Marketing Manager: Jacqueline Ling

Media Agency: Starcom
Business Director: Michael Black
Account Director: Sam Smedley
Account Manager: Sisse Marcussen
Group Investment Director: Rebecca Ho

Production Company: Finch
EP: Loren Bradley
Director: Derin Seale
Producer: Cath Anderson
DOP: Ross Giardina
Editor: Drew Thompson, Arc Edit
Sound Designer: Saul Gillingham
Sound Studio: Song Zu
Music: ‘Celebration’ Written by Kool & The Gang and Performed by Pete Murray
Licensed Via: Sony/ATV Music Publishing Australia
Music Supervision: Alyce Guy, Shoop Sync
Casting: Stevie Ray – MacGregor Casting


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.