Changing perceptions of super premium wine

The premium wine market is dominated with typical ‘old world’ white labels, with little choice for the adventurous consumer looking for a statement buy.

This insight revealed an opportunity to turn the language on it’s head, hijacking a classic wine label with a host of quirky personalities that surprise and delight.

Illustrated by artist Gary Taxali, our collaboration continues with every vintage. Each release is unique in its own right, creating a series to collect and share with our friends and our friends of friends.