Two Men: A drop for drinking, not thinking

This case study explores how two of Australia's top wine experts, Dan Sims and Ben Edwards, successfully launched Two Men, a brand of Argentinian Malbec, into Australia.

Two Men: A drop for drinking, not thinking

Elmwood

Executive summary

Dan Sims and Ben Edwards are two of Australia's top wine experts. when it came to drinking the good stuff, they'd tasted it, judged it, travelled overseas for it … in fact, they'd done everything except make it.

With years of industry experience between them, they'd also been privy to the snobbier side of wine. Awash with exclusivity, complexity, elitism … it just wasn't for them. What they were passionate about was making the overcomplicated world of wine accessible, engaging and fun. So, for the...

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