Saint and Sinner Wines: South Australia

Take a sassy idea, clever marketing with brand engagement, add a range of wines from Australia, and you have a concept with for an eye-catching label.

At last month’s Sydney Food and Wine Fair, we spotted a range of wines from South Australia. Saint and Sinner Wines drew our attention when the Saint, wearing angel wings, and the Sinner, in devil’s horns paraded past us towards their stall.

Sydney Food and Wine Fair 2010
Saint and Sinner Wines from Adelaide Hills

They explained that wine is often described the way women are characterised, so the people behind S&S took the idea further and developed a range of Calling Cards where each wine relates to a different woman.

Just like when you meet a woman and you wish to engage with her, every wine has a number that you can SMS to find out more information, get saucy images and special offers, thereby engaging with the brand.

Sydney Food and Wine Fair 2010

Saint and Sinner Wines: Pinot Gris from Tasmania, Syrah from McLaren Vale, Cabernet Sauvignon from Wrattonbully, Savvy Blanc and Pinot Noir both from the Adelaide Hills

As a leg man, Mr G had a taste of the “Assertive & Alluring” Mistress Pinot Gris, who promises “divine pleasure” on her Calling Card. Meanwhile, I had my eye on the “busty and ripe” curvaceous brunette who goes by the name of Syrah.

I’m not sure if this kind of marketing has a broad appeal but we were drawn to the fresh take on wine labelling and colourful packaging. After all, bringing a bottle of this wine to a dinner party is guaranteed to fire up conversations.

Sydney Food and Wine Fair 2010 Sydney Food and Wine Fair 2010
Saucy Labels from Saint and Sinner Wines


About the author

Corinne Mossati

Corinne Mossati is a drinks writer, author of GROW YOUR OWN COCKTAIL GARDEN, SHRUBS & BOTANICAL SODAS and founder/editor of Gourmantic, Cocktails & Bars and The Gourmantic Garden. She has been writing extensively about spirits, cocktails, bars and cocktail gardening in more recent years. She is a spirits and cocktail competition judge, Icons of Whisky Australia nominee, contributor to Diageo Bar Academy, cocktail developer and is named in Australian Bartender Magazine's Top 100 Most Influential List. Her cocktail garden was featured on ABC TV’s Gardening Australia and has won several awards. She is a contributor to Real World Gardener radio program and is featured in several publications including Pip Magazine, Organic Gardener, Australian Bartender and Breathe (UK). Read the full bio here.