pinnacle drinks

chris ringland - king of shiraz

The challenge

Pinnacle Drinks came to us to help them to make sure their CR Shiraz stood out in the already cluttered, and fiercely competitive premium-wine category in Australia.

The idea

Many consumers buy wine based on the look of the label or the grape variety, without really considering the winemaker. He or she is the person behind the product, but consumers rarely know whether the winemaker is any good, what experience they have, or how others in the wine industry perceive them? We set out wanted to change that.


Chris Ringland, the winemaker behind Pinnacle’s CR Shiraz, is a legend in the industry and a real rockstar winemaker.

Based on being one of twenty Australian winemakers to receive a perfect 100 score by famed wine critic, Robert Parker, Chris is affectionately called the ‘King of Shiraz’ by his peers.

Because used Chris’ larger-than-life personality and his insatiable passion for craftsmanship to inspire a portrait shot that brought this well-established brand to life, in a fresh way.

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


It was important that Chris’ love of his craft and the brands’ premium nature shone through, so we enlisted the expertise of awarded portrait photographer, Keren Dobia, to create the highly-styled, perfectly lit, personality-capturing portrait.




Chris Ringland Website