When I first noticed this Fowles Are You Game wine in December, I thought it was a holiday season wine. At a glance, it looked like a reindeer with decorated antlers. That impression works, but it isn’t correct.
The animal is a more common deer, and what appeared to be festive garland isn’t seasonal at all but a grapevine. The illustration is beautifully rendered. The antlers nicely frame the label, while the vine weaves through them in a way that feels natural rather than decorative. What commands your attention, though, is the deer’s gaze. Turn the bottle and the eyes seem to follow you, giving the label a quiet intensity that is slightly unsettling.
The deer and grapevine make more sense for wine packaging and fit the brand narrative for Are You Game. Game being the deer in this case and the winemaker being the producer of (recently reviewed) Ladies Who Shoot Their Lunch Shiraz. If this wine is vegan it goes undeclared on the package.
If a hunting theme seems risky for a brand concept, it is because it is intentional. Fowles makes no attempt to appeal to everyone. They are a rare brand that understands that a niche consumer who is passionate about your product is of greater value. From the back label: “As seasoned contenders, we know how to play the game.”
“Winemaking is a game of quick wit, experience, and endurance. Each year Mother Nature challenges us to a match, and each year we respond—moving deftly with the lightest possible touch.”
Sadly, the game isn’t always fair. Mother Nature’s challenge in January was insurmountable. Bushfires ravaged their vineyards and property. They lost everything. Including their family home.
I will drink this wine in honour of this bold, brave brand and hope they find a way to recover and return.
