Fourth Wave Wines has launched Ask The Elephant, a sub-brand of its Elephant In The Room label pitched squarely at younger drinkers who find traditional wine culture more off-putting than appealing.
The range opens with two SKUs at $9.99 – a BOLD Shiraz and a DETAILED Cabernet Sauvignon, both from the 2025 vintage. Three further varietals – Sauvignon Blanc, Pinot Grigio and Merlot – are planned.
Each bottle carries on-pack descriptors designed to answer the questions consumers would otherwise ask staff: what does it taste like, and what do I drink it with.
Fourth Wave Wines co-owner, Nicholas Crampton, said, “Traditional wine culture can feel out-of-reach for the younger generation. With this range, we focused on how we could reimagine wine rituals, break traditional rules and encourage a new generation of wine drinkers to explore flavour, ask questions, and enjoy wine their own way.”
The approach draws on market data from Endeavour Group and IWSR showing that together, sauvignon blanc and shiraz account for more than 25 per cent of Australian wine sales, and that younger drinkers, while gravitating to familiar varietals, are more willing to experiment across styles.
Ask The Elephant BOLD Shiraz and DETAILED Cabernet Sauvignon are available now at BWS and Dan Murphy’s.
