Questioning the norm
Embedded in the Saltram History is a cavalier approach to making wines that break convention, and this is certainly true of this new offer. The winemakers created a Shiraz Cabernet Sauvignon blend, matured for 15 months in American and French oak barrels, which combine the juicy dark berry fruits with a subtle oak finish. This provides a fresh exuberant flavour with a distinctive palate.
No baggage attached
Fluid’s first challenge was to find a name for the new wine that demonstrated immediately that it wasn’t your typical variety, by your typical winemaker. For a start, it’s not just any one grape from the Saltram vineyard – this wine is a red blend. Full stop. And if you bother to read the back you’ll discover it’s by Saltram – which is a clue to the wine’s pedigree.
X always marks the spot
To break the rules of wine, we firstly need to understand the rules, so we could move away from expected wine conventions. The front label is dominated by a brush-stroked X – a distinctive visual semiotic device that is unique in category, and certainly bold, aiding shelf standout. Rather than traditional boring viticulture and winemaking notes (snore), the back provides a compelling brand story to capture the imagination of the target market, a younger male consumer.