Winesmiths The Mulga Edition

12th July 2021
Posted in Projects
12th July 2021 Jade Harley

Winesmiths The Mulga Edition

Winesmiths have released a vibrant set of limited-edition 2-litre wine packs designed by Australian street-artist, Mulga. Mulga is known for his unique funky animal creations that grace walls and objects across the world.

“I love creating funky characters who exhibit that larrikin Australian sensibility, and if my art brings a smile to your dial, I’m happy,” said Mulga.

Mulga is the first artist in, what will be, a series of artist collabs for the brand as part of their ‘Winesmiths Sacrifice Nothing Grant’. The Grant of $5,000 is awarded to artists that Winesmiths feel demonstrate an uncompromised vision and dedication to their craft. Interested artists can apply here.

When we were tasked with launching the Winesmiths limited edition packs designed by Australian street-artist Mulga, we knew that bringing the crazy colourful characters to life would be the best way to connect with wine and art loving Aussies.

So we turned to Snapchat to create an AR lens that would allow us to bring the colourful Mulga characters to life, ultimately raising awareness for the Winesmiths Mulga Edition range.

Users can access the AR Lens via Snap ads but also via the wine cask packaging itself via a unique Snapcode that will live on past the advertising campaign period, creating a connection between online and offline media, and an element of surprise and delight for existing Winesmiths fans.


The limited-edition designed packs will be in liquor stores throughout July and August.

Every sale of the Winesmiths Mulga Edition casks will contribute to the ‘Winesmiths Sacrifice Nothing Grant’, which will award one artist $5000 towards an art project. Artists are encouraged to register between 1 July and 30 September here.



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