Fourth Wave Wines has launched Ask The Elephant, a new sub-brand from Elephant In The Room with a focus on accessibility and affordability.

The Ask The Elephant range spans five varietals – Sauvignon Blanc, Pinot Grigio, Merlot, Shiraz and Cabernet Sauvignon.

Each bottle features playful, taste-driven descriptors on pack, designed to answer common consumer questions on shelf and simplify the purchase decision.

BOLD Shiraz and DETAILED Cabernet Sauvignon are leading the national rollout. BOLD Shiraz delivers rich, berry-forward flavour that pairs with barbecue or hearty dishes, while DETAILED Cabernet Sauvignon offers layered, approachable notes that work well with everything from grilled meats to cheese boards shared with friends.

Fourth Wave Wines co-owner Nicholas Crampton said: “We are excited to introduce Ask The Elephant to the Australian wine market.

“Traditional wine culture can feel out-of-reach for the younger generation. With this range, we focused on how we could reimagine wine rituals, break traditional rules and encourage a new generation of wine drinkers to explore flavour, ask
questions, and enjoy wine their own way.

“Made to be approachable and easy to explore, the range suits modern drinking occasions. We see Ask The Elephant playing a clear role in simplifying choice, building confidence at shelf and proving that great wine doesn’t need rules or rituals.”

The Ask The Elephant BOLD Shiraz and DETAILED Cabernet Sauvignon are now available at BWS and Dan Murphy’s for RRP$9.99.