01/06/2004 - 22:00

WINE NEWS with Anne Dawson

01/06/2004 - 22:00

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A NEW label launched in Margaret River and Perth recently is set to challenge traditional thinking in the wine industry.

WINE NEWS with Anne Dawson

A NEW label launched in Margaret River and Perth recently is set to challenge traditional thinking in the wine industry.

The label – ‘wine by brad’ – aims to target a younger market with its signature comic labels, and figurehead Brad.

The man behind the label is ‘chief executive brad’, Brad Wehr, a local of the Margaret River region, whose CV includes time at Leeuwin Estate and Xanadu.

Brad says the theme is to introduce some fun into the market, while still producing a group of quality wines.

“While the label is pretty relaxed and fun, the wine quality is there. The cabernet merlot was recently awarded a four-star rating from Winestate magazine,” he says.

“We’re trying to attract a group of people who normally find wine-speak boring; perhaps a younger, more market-savvy customer.”

Two vintages are currently in production, sourced entirely from the Margaret River region – a semillon sauvignon blanc, which ‘brad’ likes to refer to as sem sav, and a cabernet merlot.

But there are plans to expand on this with a new red, white and sparkling wines in the pipeline.

STANDING BY BUSINESS. TRUSTED BY BUSINESS.

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