Adelaide Hills winery Vinteloper has long been celebrated for pushing boundaries in the wine industry, particularly through its Urban Winery Project (UWP) — an initiative built on participation, education, and collaboration.
Each year, Vinteloper partners with an artist to design a new label, weaving creativity into every bottle. For their Red #10 (Shiraz + Tempranillo) release, Vinteloper collaborated with Aboriginal artist Jade Akamarre, whose work carries the strength of her culture and heritage from Atnwengerrp, Utopia.
This partnership came at a poignant moment for the winery. After the devastation of the 2019 South Australian bushfires, which destroyed their vineyard, Vinteloper wanted to honour the land and its resilience more than ever. Jade’s artwork was the perfect expression of this vision celebrating Country, storytelling, and survival through bold brushstrokes and Dreaming-infused patterns. Her art transformed the wine label into more than just packaging: it became a conversation piece that carried culture to the table.
For Jade, collaborating with a respected local South Australian brand was about more than exposure it was about building meaningful connections between industries and communities. Wine is something people gather around, share, and discuss; placing her art in that context created a powerful opportunity to spark dialogue about Aboriginal culture, resilience, and creativity. It reinforced the idea that collaboration is not just about aesthetics, but about embedding stories into everyday life and ensuring culture continues to be celebrated in new spaces.
You can explore the project further on Vinteloper’s website: Vinteloper — Projects.
