Elephant in the Room started with a simple observation.

No-one was interested in making - or even discussing - big juicy wines, yet drinkers loved them. We thought this lack of interest was the proverbial “elephant in the room”.

Crafted from premium South Australian fruit, Elephant in the Room was created to champion bold, expressive wines with plenty of flavour and absolutely no apologies. The kinds of wines critics politely describe as “generous” and everyone else describes as “another glass, thanks.”

Turns out we weren’t alone.

Within nine months of launch, our Pinot Noir became Australia’s fastest-selling Pinot Noir. What started as a cheeky observation, quickly became a giant success story. And little wonder - our wines are lip-smackingly delicious.

Our flagship range. Big, bold and unapologetically full-flavoured. Rich reds, juicy Pinot Noir and wines that aren’t afraid to take up a little space.

Big wines are increasingly hard to find. Big wines with half the alcohol? Even rarer.

That’s why Elephant Half in the Room delivers the ripe fruit, richness and attitude you love with 50% less alcohol. No thin, watery compromises and no wishy-washy excuses.

Wine can sometimes take itself a little too seriously.

Ask The Elephant exists to remove the snobbery, the jargon and make choosing wine as easy as drinking it.

Affordable, approachable and packed with flavour, each bottle tells you exactly what it tastes like, no decoding required.

So whether you’re after big flavour, less alcohol or less jargon, consider our range of wines.

Life’s complicated enough. Wine doesn’t need to be.