Forget the wine rulebook because this new McLaren Vale label is flipping the script, pouring it on ice, pairing it with toasties, and naming it after the age-old teenage motto: don’t tell mum.
Created by brother-sister duo Holly and Luke Marquis from the winemaking family behind Mollydooker, don’t tell mum wines is making wine easy, fun and approachable, and it’s coming this week. The brand’s ethos? “Throw the rule book out.”
“We wanted to make some wine that was just kinda throwing the rule book out a little bit… super light, easy drinking,” explains Holly.
“You can pour it on ice or just drink it chilled. It really puts it in the hands of whoever’s drinking it.”
The idea came from the duo’s deep connection with wine, reflecting on watching their parents’ no-fuss, drink-what-you-like attitude.
“For so long wine has been built up to be this big, scary thing,” she explains.
“We have these vivid memories growing up of our parents drinking wine out of any vessel they could get their hands on… they never cared what they were drinking from or the what the tasting notes were, as long as it was good juice..”
Now, they’ve taken the idea and run with it, leaving mum behind.
“It’s a bit of a cheeky nod, like, we’ve gone and sneakily made this brand. It’s a fun play on the fact that Mollydooker is super premium and detail-driven, and this is kind of us doing our own thing,” Holly admits.
The concept follows a trend of low fuss and approachable attitudes towards wine with the gamification-style wine bar Bottleshock also set to open in May.
At don’t tell mum, the fun doesn’t stop at the wine – the soon-to-be-launched website features everything from gourmet toastie recipes to Spotify playlists and a Friday ‘knock-off’ quiz in collaboration with The Weekly 50. There’s even a confessions board where people can share their own ‘don’t tell mum’ stories.
“It’s for everyone, not just wine drinkers,” says Holly.
“Even if people don’t like wine, they can play the quiz or share a story. It’s about creating new memories and reminiscing on the old ones.”
The launch will include a still and a sparkling Shiraz offering but, in true teen-rebel spirit, they’re turning it on its head.
“We’re not even really marketing it as a Shiraz. It’s a rebirth of the variety that’s lighter, fresher, and aimed at a younger demographic, and its very smashable,” says Holly.
Sustainability is at the heart of the brand, with 10% of profits going to revegetation projects across McLaren Vale.
“That’s something really important to us. At the end of the day, we’re farmers. We rely on the land, so giving back to it is non-negotiable,” Holly explains.
The wines are officially dropping this week, with a bottle of still retailing at $20 and the sparkling at $22, making it as accessible as it is delicious.
Pair it with dinner, bring it to a mates house for quiz night, do “whatever the heck you want” with it… just make sure you don’t tell mum. I know what I’ll be hiding under the table this Easter.
“We just want to make wine that’s approachable and fun and take away the anxiety people can have about wine. If you like it, that’s all that matters.”
Bottles will be available via their website once it goes live and in select South Aussie bottle shops starting this weekend. Until then, you can keep up with all the behind-the-scenes mischief on their Instagram.
WHAT: don’t tell mum wines
WHEN: later this week
For their Instagram, click here.
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