Ahead of the Mardi Gras and Sydney WorldPride 2023 festivities, Treasury Wine Estates' Squealing Pigs brand has launched nine new versions of its Rosé with limited edition labels to champion the colourful spectrums of love, sexual orientation and gender identity.
PKN spoke to the Treasury Wine Estates (TWE) team behind the launch who confirmed that the nine Squealing Pig Pride Labels were designed by Wunderman Thompson in 2022 and updated by TWE in 2023.
The labels were printed by CCL Industries. TWE conducted an initial trial of the labels on a small scale during the 2022 Sydney Gay and Lesbian Mardi Gras – they were label stickers that could be printed and then stuck on to your favourite bottle of Squealing Pig. These were made available in a handful of venues surrounding the Mardi Gras.
The TWE team said the designs and copy were tweaked this year and went down the line with the bottles, and have replaced the labels on all 750ml Squealing Pig Rose in Australia since January this year.
From now through to mid-March, Squealing Pig is switching out the labels on every 750ml bottle of Rosé across the country with nine limited-edition Pride Labels. Every case of 750ml Squealing Pig Rosé ordered across Australia will come with a random selection of the labels inside. The labels feature cheeky rhymes that celebrate every letter of the LGBTQIA+ acronym and allies.
Kaushik Lal from Squealing Pig said: “At Squealing Pig, we’re known for our inclusive and cheeky approach to the complex world of wine, a category that a lot of people find confusing and stuffy. But we are also committed to channeling our playfulness and positivity in support of inclusion and diversity on a much broader level.”
“We have been working closely with a range of representatives of the nine communities – both from the Squealing Pig team and externally – to bring our Pride Labels to life so that we can shine a spotlight on the rainbow community in a meaningful way that remains true to Squealing Pig.”
Squealing Pig is the official wine of Sydney WorldPride 2023 – the mega Mardi Gras that’s set to be the biggest event in the harbour city since the 2000 Olympics.
