A Tasmanian winery has launched a new wine with a label that "becomes a pirate" when inverted.
Local artist Tom O’Hern was commissioned to bring the concept to life for the new Moorilla Alter Ego variety.
At first glance, the bottle seems elegant and classy, but when the label is inverted it becomes "a rampaging pirate", acccording to O'Hern, who completed the design whilst 35,000ft over the Pacific Ocean on his way to Europe.
The new wine is described as "simpler, younger, and more relaxed" than others in the Moorilla collection, and is going for "fun".
The unique packaging makes it suitable for sharing at festivals, the winery says.
Moorilla Alter Ego will launch at this year’s Dark Mofo in Hobart, with a Carbonic Riesling and a Nouveau Merlot.
