Rebello Wines launched Cheeky Rascal in 2011 to capitalize on the growing popularity of fruit ciders
Rebello Wines was established by the next generation of Sunny Ridge, Australia’s largest berry growers. Real Dirt was appointed to prepare the business for launch into the major retailers
With strong wine & cider making credentials, the challenge was to articulate and present the Cheeky Rascal brand in a way that would resonate with key retailers.
Within months, Cheeky Rascal was ranged nationally in liquor outlets Coles and Woolworths, where it continues to be well supported as a niche, high quality alternative to much larger international brands.
Real Dirt manages key account relationships, and works with owners on new product development, promotional planning and broader business strategy in an advisory capacity.
