Mullet
Turning heads, in every way.
While the wine world trims down with low- and no-alc options, Mullet does the opposite – loud, fruity, full-strength, and unapologetic. Working with Fourth Wave Wine, we embraced a style that’s not for everyone – and made that the point. Inspired by the iconic haircut, we created a brand that’s all “business at the front, party at the back.” A straight-faced label gives way to a wild mullet character on the back, revealing the bold flavour and attitude within.
The language for this brand is as important as the graphics; its provocative voice is anti-low alc, anti-sophisticated, anti-conventional, anti-wine, and laden with satirical humour and attitude. However, Mullet treats its consumers with respect: there’s no condescension. Mullet is not just a wine: it’s an entry ticket to the party. The whole package? Sick.
The launch was anything but typical: street posters, stickers, hoodies, and skateboards set the tone for a brand made to break wine category rules. Even the campaign shoot? Held at a literal party out the back. The result: a wine that doesn’t care what you think – and that’s exactly why it’s turning heads.
Sector
Wine
Client
Fourth Wave
Mullet has successfully attracted new customers into wine and, at the same time, encourages younger customers to broaden their varietal/style repertoires. What’s so exciting about this brand is the fact that we’re recruiting new consumers to wine – and that’s going to benefit the whole industry, not just the Mullet brand.”
Nicholas Crampton, Director, Fourth Wave
Awards
2025Next project
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