International fashion brand Steve Madden is dipping its toes in the wine sector with the launch of a limited-edition Pinot Gris in collaboration with Melbourne Winery, the CBD’s first urban winery.
The brand has fermented its own Pinot Gris in collaboration with the Victorian winery, with an RRP of $47. It will be available in limited quantities via the Melbourne Winery website and at Melbourne Winery’s Flinders Lane venue.
Each bottle features a silver ‘heel’ charm.
The partnership aligns Steve Madden with a growing global movement of fashion brands entering hospitality, food and beverage to broaden consumer engagement. Comparable initiatives include Gucci’s Osteria restaurants, Diptyque’s café and Chanel’s Ducasse in Tokyo.
Locally, supermodel Tyra Banks opened an ice cream bar in Sydney’s Darling Harbour earlier this year.
“This collaboration allows us to test how far the Steve Madden brand can stretch in the Australian market,” Steve Madden Australia marketing manager Jamie Kouktzelas said.
“Consumers increasingly expect brands to be part of their lifestyle beyond the core product, and this wine release is a way of building that deeper relationship. It’s about creating experiences and touchpoints that reflect the brand’s identity while opening up new commercial pathways.”
The move comes as Australia remains the world’s tenth-largest wine market, with more than 45 per cent of Australian adults consuming wine at least occasionally, according to Roy Morgan.
Pinot Gris and Pinot Grigio have reportedly emerged as some of the fastest-growing white varietals, particularly among younger urban consumers seeking versatile and approachable wines.
Domestic wine consumption continues to show resilience, with Australians drinking around 18.3 litres of wine per capita annually, according to Wine Australia.
“Pinot Gris was our natural choice because of its strong upward trend in the Australian market,” Melbourne Winery marketing manager Ruby Boyes said. “We are seeing that consumers are now buying wine like they buy fashion; emotionally, based on experiential connection and feeling.
“This collaboration is not just about the product, it’s about creating relevance. By connecting wine with the fashion industry, we can engage consumers in a fresh way and elevate the category through design, storytelling and brand association” continues Boyes.
Beyond the product, the collaboration will be promoted by a fully integrated 360-degree marketing strategy, spanning digital channels, retail environments, and in-person activations across Melbourne.
“Lifestyle diversification is becoming a significant brand strategy,” Kouktzelas said. “This is more than a wine launch, it’s an experiment in how fashion brands can play in adjacent industries that align with consumer aspirations.”
The Steve Madden brand was founded in New York in 1990. The brand is known for its footwear and accessories, and is sold in 80 countries worldwide.