5 Questions for Col McBryde Some Young Punks

Col McBryde, courtesy of Some Young Punks

Can a wine be described as charismatic? Irreverent? When Col, Nic Bourke, and Jen Gardner decided over beers to “start a little wine brand,” they certainly didn’t have grand plans to be a part of a revolution in wine label artwork. As Some Young Punks in Adelaide, Australia, they set out to design a brand that didn’t take itself too seriously. Their labels were meant to capture the attention of wine lovers, and the wine was meant to hold it. Their Pulp Series made a big splash on our shelves, showcasing a series of cheeky covers from 1950s pulp fiction novels. The wildly popular labels went through a recent re-branding—so Mike Muirhead took the opportunity to ask Col about the new vision.

1Your wine labels have always stood out on our shelves. What is the idea behind the original pulp novelthemed labels?

The Pulp labels were a function of familiarity. It bounded a time when ideas around packaging were still typically parochial, and we wanted to do something a little more fun and something that resonated with us also. Nic had been a keen collector of ephemera from his teenage years, and he had a slew of these pulp novels, which we’d thumb through late nights after too many beers when we were studying at uni. So we found a source, and we licensed the use of them. Now, we weren’t by any stretch of the imagination the first, or even near the front, when it came to changing the way wine was packaged. We just had an idea at a time when there was a lot of change, and it caught people’s attention.

Interview by Mike Muirhead, Sommelier, ISG, CMS

2Your newest label for Passion has taken a large departure from the original theme but is still as eyecatching as the last incarnation. What was the impetus for this change?

We’ve had the Pulp range for 15 years, and it was time for a change. So, we thought we’d shake it up a little bit and travel in a direction that’s quite different. Jake Forman is an Adelaide artist with a cool style. We just said, “what’s your interpretation of these labels?” And he did the rest. We’re super happy with them.

3Does the artwork on the bottles represent the winemaking inside?

Nah, not for Punks. It’s still about a modicum of fun. We just want to make delicious wines that people enjoy drinking. The package is the ultimate garnish. It’s there for conversation, a factor to bolster another memory, building on an idea that if someone has tried one of our wines before and enjoyed them, they might just want to try another—or more.

4What has the feedback been from long-time lovers of the wine?

We have received all kinds of feedback, from mortified to offended, inspired to excited. It is a huge style change, and I think many will lament the difference—but times they change, and we have to be mindful that what was cool and irreverent prior can be, to some, offensive or unjust.

5How does a wine stand out from its competition in such a fickle and fast-moving market?

I’ve no idea. We’ve always just done things based on a feeling; something that feels right and fun has always taken precedence. We’ve (potentially foolishly) never engaged in market research to build or create a package; we just do stuff we think is cool. Ultimately, the most important facet is the product. If the wine in the bottle isn’t engaging and enjoyable, then it will soon be found out, never to be bought again.

The Pulp line underwent a transformation in design for the 2021 vintage: Passion Has Red Lips is now simply known as Passion and Naked on Roller Skates is now Naked.

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