More than 20 surfboards emblazoned with Cape Mentelle’s new-look Georgiana and Marmaduke surf-inspired wine labels will be used in a promotional campaign across Australia later this year to showcase the Margaret River winery’s latest vintage.
More than 20 surfboards emblazoned with Cape Mentelle’s new-look Georgiana and Marmaduke surf-inspired wine labels will be used in a promotional campaign across Australia later this year to showcase the Margaret River winery’s latest vintage.
More than 20 surfboards emblazoned with Cape Mentelle’s new-look Georgiana and Marmaduke surf-inspired wine labels will be used in a promotional campaign across Australia later this year to showcase the Margaret River winery’s latest vintage.
Cape Mentelle relaunched its Georgiana and Marmaduke labels at its cellar door earlier this month, marking the first major change for the brands since they were released about six years ago.
The winery follows in the footsteps of a successful Madfish wines surfboard marketing campaign launched about eight years ago by fellow Margaret River producer, Howard Park.
The new labels will be rolled out to bottle shops later this year to coincide with the release of the 2007 vintage.
The new-look labels for Cape Mentelle’s white blend, Georgiana, and its red blend, Marmaduke, embrace the sun and the surf – two elements that make working in or visiting Margaret River such an enjoyable experience.
Cape Mentelle marketing manager Nichola Holgate said the company commissioned well-known board shaper Luke Short to make 21 surfboards featuring the label.
Ms Holgate said the new labels showcased “the rugged beauty of the Margaret River coastline” and would help grab consumer attention in the increasingly crowded $15 to $20 a bottle retail segment.
Cape Mentelle, one of the most established players in the Margaret River wine industry, will also launch a new white wine blend under its ultra premium namesake label later this year.
The new blend is marsanne rousanne, with just 500 cases to be produced for sale at the cellar door and selected restaurants from September.
“It’s a traditional white variety from the Rhone region in France,” winemaker Robb Mann said.
Mr Mann told WA Business News that, while he was primarily focused on refining the winery’s key blends of cabernet sauvignon, sauvignon semillon blanc and chardonnay, he wanted to develop new wine blends.
“It’s part of the evolution of our wine styles,” he said. “We are looking for new varieties and new clones.”
Mr Mann said the winery was restricted to producing smaller quantities of marsanne mousanne because of the long time it took for vines to develop.
“We planted the (marsanne and rousanne) vines seven years ago and we have only had a hatful of each variety for the past four years,” he said.