Treasury Wine Estates, parent company of Pepperjack Wines, recently axed 170 mostly office roles as part of an overall restructure it says will contribute to $100 million in annual savings.
But it has found the money to sign up celebrity chef and restaurateur Matt Moran as a brand ambassador for Pepperjack.
The partnership comes as Pepperjack celebrates its 30th anniversary in 2026, building on a legacy that began with its signature Barossa shiraz.
"There's this idea that wine has to be precious, the right glass, the right vintage, saved for the right occasion, or that certain wines can only be enjoyed with particular foods," Moran said.
"I don’t buy into that, and that isn’t reflected in the way Australians actually eat and drink today. That's exactly the thinking Pepperjack is going into their 30th anniversary with, and why it felt right to be involved.”
Pepperjack and Moran will bring the brand’s “Anything Goes” campaign to life, encouraging Australians to put aside traditional rules and enjoy food and wine in a way that reflects how they eat and entertain today.
Pepperjack and Moran will bring the brand’s “Anything Goes” campaign to life, encouraging Australians to put aside traditional rules and enjoy food and wine in a way that reflects how they eat and entertain today.
Pepperjack and Moran will share approachable pairing ideas, practical inspiration and creative recipes that make it easy to enjoy wine across more meals and moments.
Since joining Pepperjack in 2007, senior winemaker Richard Mattner has grown the brand beyond its renowned Barossa shiraz, overseeing the development of a diverse portfolio that now includes rosé, chardonnay and pinot noir.
Since joining Pepperjack in 2007, senior winemaker Richard Mattner has grown the brand beyond its renowned Barossa shiraz, overseeing the development of a diverse portfolio that now includes rosé, chardonnay and pinot noir.
"For a long time, food was matched to wine. What’s exciting about Pepperjack is that we think about it the other way around, creating wines that are made to be enjoyed with food,” Mattner says.
“When I joined Pepperjack in 2007, the brand was best known for its Barossa shiraz. Today, the range is far broader, but the philosophy stays the same: if the wine doesn’t enhance the dining experience , it doesn’t go in the bottle.”
Moran adds: "For me, this isn't about telling people what to drink. It's about backing the way people actually eat and drink, and showing that a good bottle of wine belongs at any occasion. Cacio e pepe with a glass of chardonnay, or fried chicken with rosé on the couch, it's the same idea to me. Wine that just fits the moment."
Moran adds: "For me, this isn't about telling people what to drink. It's about backing the way people actually eat and drink, and showing that a good bottle of wine belongs at any occasion. Cacio e pepe with a glass of chardonnay, or fried chicken with rosé on the couch, it's the same idea to me. Wine that just fits the moment."
