Hill-Smith Family Estates’ flagship wine brand Yalumba has announced a new artistic collaboration that will be presented at the upcoming Sydney Contemporary art fair starting later this week.
The partnership saw 50 magnum bottles of The Signature be transformed by artists from Studio A, a studio established to support professional artists with intellectual disabilities, creating a limited-edition collection that will be sold at $225 a bottle, with proceeds going back to the initiative.
Some of the 50 custom-painted bottles of The Signature on sale at the Sydney Contemporary art fair this weekend
The project follows one month behind a separate Hill-Smith Family Estates initiative that saw celebrated South Australian artist Claire Ishino create five limited edition designs for Winesmiths 2-litre packs.
It also coincides with a new partnership between the recently launched Melbourne Winery and international fashion icon Steve Madden, which includes the launch of a co-branded Melbourne Winery x Steve Madden Pinot Gris.
While the Yalumba, Winesmiths, and Melbourne Winery partnerships all have very different end-goals and target markets, they all embody a similar unity between art and wine.
As Yalumba’s proprietor Robert Hill-Smith explains, “for 175 years, Yalumba has been guided by a spirit of community and creativity, so it is a privilege to partner with Studio A for Sydney Contemporary. The transformation of our Signature magnums into works of art is a beautiful expression of individuality and collaboration.”
In a similar vein, Executive Director of Marketing & Sales Jack Glover describes the new Winesmiths series as “more than just a beautiful label – it’s a conversation between art, wine and the land that sustains us.”
However, in the case of Melbourne Winery’s partnership with Steve Madden, which is focused around content-led collaboration and marks the global fashion icon’s first venture into the world of wine, the pair are hoping to take wine to a whole new range of consumers.
“This collaboration is about relevance as much as product,” says Kathryn Mayall, Marketing Manager at Barman & Larder, the hospitality group behind Melbourne Winery. “By connecting wine with fashion, we’re engaging consumers through design, storytelling and brand association, and bringing new audiences into the category.”
Continuing, Kathryn Mayall adds that pinot gris, being one of the fastest-growing white varietals among younger urban drinkers, was the natural choice for targeting these consumers.
“It’s on a strong upward trajectory locally, one of the fastest-growing white varietals in Australia and fits the way Melbourne drinks now: fresh, adaptable and made for both casual and premium occasions,” she said.
“The wine also pairs incredible well for the Steve Madden brand, delivering a balanced confidence synonymous with the Steve Madden consumer.”
Steve Madden’s Australian Marketing Manager Jamie Kouktzelas adds: “Consumers expect brands to be part of their lifestyle beyond the core product, and this release creates new touchpoints and experiences that reflect that expectation.”
The extremely different Melbourne Winery x Steve Madden partnership
For Yalumba, the upcoming partnership with Studio A is just as much about showing support for the Sydney-based studio’s vision to ensure artists with intellectual disability have a voice in contemporary Australian culture.
All 50 bottles will remain on display for the duration of the Sydney Contemporary art fair before being shipped to buyers, with $10,000 of the $11,250 in potential proceeds to directly support Studio A’s inclusive arts programs by providing raw materials, studio space, and mentorship.
Studio A’s CEO and Artistic Director Gabrielle Mordy says the collaboration is “all about creativity, inclusion, and the power of meaningful connections: by transforming each magnum of The Signature into a stunning one-of-a-kind artwork, our artists are sharing their creativity and voices with new audiences while raising vital funds that empower them to thrive professionally. We’re thrilled to see such an iconic Australian wine brand champion inclusion and celebrate the unique talents of artists with intellectual disability.”
Robert Hill-Smith concludes: We are proud to help provide a platform for these artists to share their remarkable talents and stories with the world.”
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