New wine range aimed firmly at younger consumers

A lot of wine drinkers don’t care a jot about clones, terroir, vintage variations or provenance.

They just want a good drink that they know will pair well with their roast chicken, or sausage and chips.

Enter Ask The Elephant, the new sub-brand from the popular Elephant In The Room label.

The pitch is aimed firmly at those who just want a good drink for their hard-earned cash.

The brand has been created “for a new generation of wine drinkers who are ditching the rules, skipping
the ceremony, and choosing wine on their own terms".

So a sub-$10 brand focused on younger Australian drinkers not constricted by rules. 

The range will span five varietals: sauvignon blanc, pinot grigio, merlot, shiraz and cabernet sauvignon – with the BOLD Shiraz and DETAILED Cabernet Sauvignon first in the national rollout. 

Producer Fourth Waves Wines say "each bottle cuts through the noise of the wine aisle with playful, taste-driven descriptors that make decision-making simple. No swirling, sniffing or sommelier jargon required."

“We’re excited to introduce Ask The Elephant to the Australian wine market,” says Nicholas Crampton, co-owner of Fourth Wave Wines. “Traditional wine culture can feel out of reach for the next generation of wine drinkers, creating barriers to engagement across the category. 

"With Ask The Elephant, we set out to break down those barriers by reimagining wine conventions.

“Made to be approachable and easy to explore, the range is made for modern drinking occasions. We see Ask The Elephant playing a clear role in simplifying choice, building confidence at shelf and reinforcing that great wine is ultimately about good taste and good company."

The Ask The Elephant BOLD Shiraz and DETAILED Cabernet Sauvignon are now available at BWS and Dan Murphy’s stores for RRP $9.99.