The Wine Making Association of Ontario has chosen Courage as its new creative agency of record following an agency search process.

The Association represents more than 190 Ontario wineries, and Courage will be tasked with refreshing the brand identity and messaging to “reinvigorate its fan base and introduce budding wine enthusiasts to the boundless potential of Ontario wine culture,” according to a Courage press release announcing the account win.

“It’s truly an exciting time for Ontario’s wine industry, with planned growth that is driving us to reach new heights,” said Sylvia Augaitis, executive director for the Wine Marketing Association of Ontario.

“Global recognition for our world class VQA wines and Ontario’s wine country is expanding rapidly and it’s the perfect time to evolve our messaging in order to deepen the connection with our local wine fans and inspire Ontario’s own wine culture.”

Ontario is already a leading market in “cool climate” wines, with prestigious international awards to show for it, and the Wine Making Association of Ontario hopes to instil “a renewed sense of pride in locally-crafted wines” among the province’s wine drinkers, and showcase the wine “in a new light.”

“It’s not every day you have the opportunity to take not only a brand, but a culture, and create a new, unique identity that will truly resonate with Ontarians,” said Saloni Wadehra, group account director at Courage. “We look forward to creating a meaningful brand platform for Ontario VQA Wines that has strong cultural relevance.”