Ozzie creativity

Wine quality and creative marketing may go together, but there are also wines where the priority is on image rather than quality.

Sometimes with a cynical marketing approach, some wine estates show a lot of creativity and take advantage of very liberal legal regulations.

These very visible marketing strategies are usually for entree level wines, placed between 10 and 20 $AUS (between 7 and 14 euros). But we can also find some quality wines with a definitely offset approach.

These features are often the hallmark of large groups, but some independent wine producers also play with a disruptive image.

Here are some examples of approaches which we have found interesting, from a marketing point of view first, even if some of these are quality wines:

For their labelling strategy and their website:
Fifth Leg (Fosters)
The Little Penguin (Fosters)
Four Emus (Constellation)
Kelly's Revenge (Constellation)

For their name or history:
Foxeys Hangout
10 Minutes by Tractor

For their concept:
Hungerford Hill
Red Knot
Stella Bella
Two Hands
Wine by Brad


Without forgetting one of the most famous animal labels, [yellow tail], an international marketing success.

Last, a different approach toward Australia and New-Zealand wineries, with the book Wine Dogs, a look at wines which is shared by the movie Mondovino by the world traveller (but not Australian) Jonathan Nossiter.

We hope you will enjoy exploring our website. Do not hesitate to contact us and
share your impressions as well as other So Wine! examples around the world.