Our client’s brief was to create a luxury statement wine for his friends and his friends of friends.
The winemakers were given an unlimited production budget, sourcing a tonne of exceptional Cabernet Sauvignon for $20,000 Australian dollars, more than anyone has ever spent on premium grapes in Australia. Although money won’t buy you friends, it will buy you the best grapes in the land.
Disrupting the category and creating a talking point were the key objectives of the brief. The luxury drinks market is dominated with old world classic white labels and Co Partnership saw this opportunity to turn this language on it’s head. The friendly illustrations ‘hijack’ a classic wine label with their quirky personalities that surprise and delight.
Our collaboration with artist Gary Taxali continues with every vintage. Each release is unique in its own right, creating a collectable series for fans of Gary’s work, luxury wine enthusiasts and of course our friends and our friends of friends.