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.
