I've always found honesty a particularly admirable quality.
And the other day, I was looking in my local bottle shop for an honest bottle of wine when I stumbled across this brand, Wallaby Creek.
But what really caught my attention was a note from the winemaker on the back label.
I appreciate how you saw the stereotypical Australian label and didn't dismiss Wallaby Creek as another "me, too!" wine. We have three generations of experience and we think we make fantastic wine. Once you try a bottle we know you will see the difference. – signed, Rex D'Aquino.
I can't say I know Rex, but I'll certainly be on the lookout for more of his honest marketing truths next time I'm in the aisle – fancy reading such a brutal critique of a brand's packaging when looking to make purchase. Maybe it's an over-reaction to the time in 2007 when his company was fined for selling fake Scottish whisky, but I can't help but wonder if it's actually a question of not understanding the value of branding, even in a market as competitive as wine. That said, the wine industry is one of the most conservative, least innovative categories in retail. Ever.
Following clichés and category conventions doesn't do anything to distinguish a brand, leaving the product to become nothing more than wallpaper for the shelves. And Rex knows it. But Rex is a honest bloke and, at a paltry $5.99 a bottle, at least the price is fair.
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