Chris Ringland – King of Shiraz


How do you make a premium wine stand out in a cluttered category?

That’s the challenge Pinnacle Wines presented to us, when asking to bring to life their Chris Ringland CR Shiraz.

Consumers may make their wine purchase based on the label, the region or the variety without really knowing on considering the winemaker behind the brand, whether he’s dead or alive. Of the few wines that are branded with a name, many have passed.

But Chris Ringland is real and he’s affectionately called ‘King of Shiraz’ by other winemakers based on being one of twenty Australian winemakers to receive a perfect 100 score by famed wine critic Robert Parker in 1995.

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Chris Ringland potrait, shot by renowned photographer Keren Dobia.

With a larger than life character, we utilised this to present not just the brand but his personality and passion for craftsmanship.

Our creative approach was to create a stunning portrait to bring to life this well-established brand in a fresh way which reinvigorates a 20-year-old claim that he is after all, the King of Shiraz. We wanted to hero a characterful man that takes wine (but not life) seriously - so much so that he’s proud to put his name to it.

Take a look at the work that went into the King of Shiraz shoot with this behind the scenes video. 

Like Chris’s wines, we were shooting for way beyond the average. Working with awarded portrait photographer Keren Dobia, we created a highly styled, considered, perfectly lit, personality-capturing portrait. Such a high quality image presents the wine in a premium space but also allow room for Chris’ personality to shine.

Keren Dobia is famous for her theatrical compositions, her dramatic and emotive imagery. She is the recipient of many prizes, including the Professional Photographer of the Year award for her stylised portraits.

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This behind the scenes shot was taken with more than 2,400 empty wine bottles used in its construction (and a record of only one broken bottle!)

The campaign is live in Executive Style Magazine, Sydney Morning Herald, multiple office tower screens and various digital banners across Nine.com.au, helping remind consumers of Chris Ringland's status as a legendary Shiraz expert and Barossa wine maker.

For more information read our interview with Maxine Haywood, Marketing Manager at Pinnacle Wines.