‘Delight is knowing’ celebrates astute wine lovers who appreciate the finer details in food, wine, and the world as we know it. As Petaluma’s first above the line campaign in over four years, the platform positions the premium brand as the choice of expert curators, amplifying Petaluma’s philosophy of meticulously selecting the finest viticultural sites for each varietal.
“This was never about a simple creative refresh…‘Delight is knowing’ is anchored in a very clear strategy. It leans into Petaluma’s precision and provenance, but expresses them in a warm, welcoming way. It gives us the breadth and scale to appear consistently in broadcast, digital, in store and at the table, with a point of view on premium wine that feels both modern and enduring,” says Amy Darvill, Marketing Director, Vinarchy.
HSLR Creative Productions was tasked with developing a global platform that could flex across markets, formats and experiences while remaining unmistakably Petaluma. The Adelaide Hills – the brand’s spiritual home – provided both the setting and the creative spark for the campaign.
“We wanted to ground Petaluma in a feeling, this sense of ‘delight’, and there’s something so inherently delightful about where it comes from. So for us, shooting in the Adelaide Hills wasn’t just an authentic way of capturing provenance, but communicating this delight through a fun, luminous explosion of yellow; everything conventional wine ads are not,” says David Vale, Founder and Creative Director, HSLR.
Luke Algar, Marketing Manager of Content and Creative at Vinarchy, says, “The campaign honours the people who have loved these wines for decades and at the same time invites more drinkers into a universe that rewards attention, discernment and curiosity.”
Petaluma’s dedication to site and craftsmanship has been recognised through numerous trophies, medals and consistent +95pt Halliday ratings across its premium portfolio. Among the regions that define Petaluma, the Adelaide Hills stands out – home to its brand home and Cellar Door, several of its most acclaimed wines, and the landscape where this campaign comes to life. Its cool climate, sweeping valleys and luminous light reflect the precision, intuition and quietly confident taste that define Petaluma.
“There is a particular kind of glow that comes from sharing good taste with people who appreciate the details. Petaluma has long been a favourite of those in the know, and ‘Delight is knowing’ gives that insider understanding a clear and distinctive world to live in… This is not a one off campaign for us. It is a considered investment in building a coherent Petaluma brand world over the next few years, consistently and creatively, across every channel,” says Algar.
The campaign unfurls through a bright and buttery palette, surrounding a table sprawling with blooms, highlighting Petaluma’s carefully considered varietals sourced from the Clare Valley, Mount Barker, Coonawarra, and the Piccadilly Valley in the Adelaide Hills.
‘Delight is knowing’ launches across BVOD, OOH, YouTube, digital and social from November 2025. For more information on Petaluma’s new global campaign platform please visit HSLR.
