The Story of Wine Not The Brand

After years of strolling the wine aisles, trying to look cultured but really choosing wines based on which bottle looked the cutest and was in our price range - hoping it didn't taste like ass but always being semi-disappointed - we decided to do something about it!

We were all 18 once and if you're in Australia that usually means Passion Pop and goon bags. Don't choke on your $5 turmeric latte - we know you! Then you get a little older & suddenly ordering a vodka cranberry at Sunday lunch doesn't quite seem right... the adults (real adults, like your parents) are on the wines so you cave and have a crack at a glass of moscato. 

You drink moscato for the next few years before you realise... damn this stuff is sweet. It doesn't feel right to buy Passion Pop anymore cause... #adulting but also you have no clue what anything else is and all those labels look so damn scary & serious. Also... bills. So... it better be cheap.

Enter Wine Not the Brand. 

Established because literally... wine not?

Wine Not The Brand Founder, Katharina Cser, was sick and tired of boring wine labels. “WHY ARE THERE NO CUTE LABELS?!” would run through her head every time she walked the wine aisles.

She wanted something that just... got her. 

That’s why she decided to build a brand that was for us - the millennials, the avo toast crowd, the “work from home in your undies” types. She wanted to create a brand that understood, encouraged, cheered, helped us think positively but most of all... didn't make us feel bad for being who we are.

We spent the next three years researching, testing wine (hard gig), scraping together funds to pay for grapes, bottles, labels, boxes (we partnered with the beautiful folk at Wangarang who employ people with disabilities for all our labels & boxes so know every bottle was lovingly wrapped for you), trademarks, attorneys, warehousing, transport (the list goes on forever...) and being totally challenged by the industry (seriously if you are approaching a seasoned wine professional we don’t recommend asking them which is the most drinkable wine then refusing to spit after tasting). But EVERY. TIME. we wanted to throw it in the f*ck-it-bucket it was YOU guys that kept us going, telling us this was too good of a brand to give up

So here we are! Wine Not The Brand - in all of our messy glory. Doing our best to bring you the best damn vegan wine you've ever had and make you feel GOOD. Because you are awesome. And we believe in you. In us. In our ability to have it all. To find the fun in life, work smarter, take care of our world, each other and most importantly - ourselves. Because we truly believe it's all about balance.


It is about bringing to light the conversations, feelings, habits and challenges we have and openly sharing & discussing them with each other... over a bottle of wine. We hope that the mini blogs on the back of our labels will inspire you to cheer for yourself, reach out to that friend, believe change is coming or just let your hair down & have fun.

With mental health challenges on the rise, self esteem at an all time low, and such a negative stigma around drinking we felt it was time for a positive light in all the darkness. After all.. you can drink to commiserate or you can drink to celebrate.

We hope that next time you feel down, our labels will give you a positive perspective on life & change your vibe so that your glass of wine becomes something that drives you to be better, do better and feel better, and not give up, instead of something you reach for when you've lost hope. 


We hope that this brand reminds you that people do care, and offers you an opportunity to reach out and share your troubles with a friend, to make sure you never feel alone or disconnected. We're all in this together.

If you have label ideas please email us at with the subject title LABEL IDEA. 😊🍾