Penfolds do it with the annual release of their Collection and Wynn's Coonawarra Estate do it with Wynnsday.
Now Grant Burge Wines are nominating one day of the year in which they will be releasing their icon premium red wines to the market as part of their vintage release program.
August 27 will be the date that the outstanding 2016 Meshach Shiraz and and Shadrach Cabernet Sauvignon - two of Australia's finest reds - are released, along with six others including the 2018 Filsell Shiraz.
Grant Burge chief winemaker Craig Stansborough held a Zoom tasting with several wine and lifestyle writers this week to launch the idea and preview the Filsell, Shadrach and Meshach.
I did my Zoom tasting from a hotel room in north-west Tasmania - the joy of the post-Covid experience.
Craig's image was a little shadowed and Zoom refused to let me speak to the other tasters, but the experience worked well.
Fortunately for both drinkers and the Burge team, 2018 and 2016 were standout years that produced "elegant and structured wines that have great length and splendid natural acidity," Stansborough said.
The 2016 Shadrach ($115) has already picked up a swag of show awards and is a classic southern Barossa Cabernet Sauvignon, both stylish and complex.
The 2016 Meshach ($230) is named in honour of Grant Burge's great-great grandfather and is dark, chocolatey and spicy. One for the cellar, although it opens up when decanted.
The Filsell Shiraz ($48) is the bargain buy, judiciously put together with classic Barossa characters and some assertive vanilla oak. I'm drinking this again tonight.
The rest of the range includes the 2017 Nebu Cabernet Shiraz, 2017 Abednego Shiraz Grenache, Mourvedre, 2018 Balthasar Eden Valley Shiraz and 2018 Corryton Park Cabernet Sauvignon.
For details visit www.grantburge.com.au