Reimagining Wine Rituals with Ask The Elephant

WORDS: Ocean Road Editorial Staff PHOTOGRAPHY Supplied

Ask The Elephant, the fresh new sub-brand from Elephant In The Room, has officially launched in Australia, created for a new generation of wine drinkers who are ditching the rules, skipping the ceremony, and choosing wine on their own terms.

With traditional wine rituals falling out of favour and younger Australian drinkers rewriting the rules – prioritising flavour, ease and enjoyment over formality – Ask The Elephant offers wines that are simple, affordable and unintimidating, designed to make choosing wine feel effortless, not serious.

The next generation of wine drinkers is moving away from longstanding wine conventions and engaging with the category based on personal taste rather than convention – more curious and experimental by nature and guided by personal taste and flavour preferences1 .

The range spans five crowd-pleasing varietals – Sauvignon Blanc, Pinot Grigio, Merlot, Shiraz and Cabernet Sauvignon – with the BOLD Shiraz and DETAILED Cabernet Sauvignon leading the national rollout. Each bottle cuts through the noise of the wine aisle with playful, taste-driven descriptors that make decision-making simple. No swirling, sniffing or sommelier jargon required.

The BOLD Shiraz delivers rich, berry-forward flavour that pairs perfectly with barbecue or hearty dishes, while the DETAILED Cabernet Sauvignon offers layered, approachable notes that work just as well with grilled meats as they do with a spontaneous cheese board shared with friends.

Ask The Elephant puts flavour first, empowering drinkers to choose what genuinely tastes good to them. Approachable and easy to enjoy, the range is made for last-minute plans, midweek dinners and effortless hosting. Because great wine doesn’t need rules or rituals – just good taste and good company.

“We’re excited to introduce Ask The Elephant to the Australian wine market,” says Nicholas Crampton, Co-Owner of Fourth Wave Wines. “Traditional wine culture can feel out of reach for the next generation of wine drinkers, creating barriers to engagement across the category. With Ask The Elephant, we set out to break down those barriers by reimagining wine conventions.”

“Made to be approachable and easy to explore, the range is made for modern drinking occasions. We see Ask The Elephant playing a clear role in simplifying choice, building confidence at shelf and reinforcing that great wine is ultimately about good taste and good company.”

ABOUT FOURTH WAVE WINES:

A family-owned business, Fourth Wave has become one of the world’s most dynamic winemakers with a portfolio of market-leading wine brands including Tread Softly, Little Giant, Elephant in the Room, Farm Hand, Plus & Minus and The Hero. A relentless innovator and consumer expert, capitalising on consumer trends by making compelling brands that inspire and engage new and existing wine consumers to give them what they want. Fourth Wave works closely with a small number of like-minded, family-owned wineries to create a range of authentic and regionally expressive wines from six countries including Australia, New Zealand, France, Italy, Spain and Argentina. www.fourthwavewine.com.au