Richard Tattam says modern wine marketing is “boring”.
That’s why the Repertoire Wines director decided to stray down an artistic path to get his small wine brand on the national and international radar.
Mr Tattam said a trademark dispute was the catalyst for Repertoire Wines’ alternative marketing approach, which includes creating characters, stories and even films for their individual wines.
“Our approach is complex, but simple – because at the moment, wine branding is pretty boring,” he told the Times.
“We got to thinking what can we do to make our brand different, because we are matching it in the quality stakes.”
Mr Tattam, who was a visual artist by trade, said Repertoire Wines’ labels featured 1920s-style characters which aimed to reflect the personality of the wine.
And instead of offering consumers a spiel about the flavours of their drops, the label included a story about the character fronting the bottle.
“Our labels are supposed to give the wine a sense of place and personality,” Mr Tattam said.
“Everyone seems to talk about the wine experience these days, so we’re trying to tap into that and create a story.”
In an effort to broaden the reach of the niche winery and further test their creative outlay, Mr Tattam said the company entered a short movie to the Tropfest International Film Festival based on one of its wine characters.
“The movie was based on our Strong Man Shiraz character and we put it together with the help of local photographer Olivia Marril,” he said.
“The film actually went terribly. It was the worst C-grade film you’ve ever seen. But it was more about making it and bringing a story of our wine to life.”
Tattam said he had received mixed reactions to his marketing efforts, but intended to pursue them as a point of difference.
He also hoped to bring together a collective of small Margaret River wine producers to tap into the lucrative Singaporean market early next year.
The separate company, to be known as Wine Theatre Australia, could evolve into a distribution, consolidation or on-premise supply outlet in Singapore which would bolster the reputation of the region’s smaller producers.
Anyone interested in the venture can contact email@example.com.