In a bold move that challenges the prevailing trend towards low and no-alcohol offerings, Denomination, a global leader in drinks branding, has collaborated with Fourth Wave to launch a new wine range that is anything but conventional.

Dubbed “Mullet”, this hard wine caters to a daring palate, offering a robust, fruity flavour with a high alcohol content and a long finish designed to appeal to a younger, adventurous audience.

Mullet speaks deliberately non-wine language in tone of voice and look and feel. This brand is anti-low alc, anti-sophisticated, anti-conventional. Like its namesake hairstyle, Mullet is not for everyone. It’s bold, brave, fun, and laden with satirical humour and attitude. However, Mullet treats its consumers with respect: there’s no condescension, instead there is an appreciation of the individual. Mullet combines traditions via its crest and motto to reassure its novice consumers of the wine’s quality. But unlike straight traditional wines “like my Dad drinks”, this is where the tradition ends and counterculture begins: as the saying goes, business at the front, party at the back! Bright, unexpected irreverent colours, combined with the crazy mullet man on the back label, create an engaging and sticky brand for this new gen.

To introduce Mullet to the market, Denomination orchestrated a guerrilla marketing campaign that included placing teaser stickers and posters in the back lanes and on notice boards of popular drinking venues, attracting the attention of those with a penchant for the unconventional. The promotional strategy also eschews traditional wine merchandising, opting instead for items like skateboards and hoodies, which resonate more with Mullet’s target demographic.

The campaign’s highlight is the “Party at the Back” movie, shot at a lively party and now available for viewing on the brand’s newly launched website, www.mulletwines.com. This film offers a glimpse into the world of Mullet, showcasing how this unique wine range stands out in a crowded market.

The big difference is with the creation of the Mullet brand, is that it’s not just a wine: it’s an entry ticket to the party with cool hoodies, skate decks, and street posters, with films and images shot by gen Z. The whole package? Sick.