Can tawny port be hip?

Australia produces some of the best fortified wines in the world, but the age of the regular Tawny Port drinker is getting older, and consumption is falling.

We were asked to create a fortified wine brand to appeal to a younger, urban market. We invented Hip Sip and packaged it in a tattoo print hip flask. Sales have been remarkable and indicate that people are having more than a sip.