WITH the commencement of the 2022 season, Pepperjack has been named the Official Wine of the AFL – proudly pairing Australia’s #1 game with Australia’s #1 Shiraz.*

Complementing Pepperjack’s ‘When Character Counts’ campaign and commitment to crafting quality Australian wines, the partnership with Australia’s national game provides an exciting opportunity to showcase Pepperjack’s portfolio to AFL fans across the country.

Treasury Premium Brands Director Marketing & Category, Ben Culligan, says it’s an exciting time for Pepperjack – a brand that celebrates bringing people together to enjoy wines renowned for their quality, character and style.

“As makers of Australia’s leading Shiraz, Pepperjack is proud to partner with Australia’s national game, as the Official Wine of the AFL. We look forward to sharing our celebrated wines with footy fans across the country during the 2022 Toyota AFL Premiership season and beyond.”

AFL Executive General Manager, Customer & Commercial, Kylie Rogers, said the partnership is strengthened by shared brand values.

“The AFL is thrilled to be partnering with Pepperjack as the Official Wine of the AFL. There is a natural alignment, with both the AFL and Pepperjack sharing a passion for bringing people together to celebrate the footy community and the diverse stories from within it,” said Ms. Rogers.

As part of the partnership, the AFL have created a new content series brought to you by Pepperjack, titled ‘Friday Knock Offs’. Hosted by former AFL player Dylan Buckley, the show will air at 4.30pm every Friday across the AFL’s channels. Each week Dylan and a guest with character will knock off for the week with a casual conversation about footy and life, with the series debuting on Friday 22nd April.

“As champions of the Friday Night Occasion, Pepperjack is perfectly positioned to help drive this opportunity for the category. We see the content series as a perfect accompaniment to this partnership – providing AFL fans and broader consumers with an engaging series celebrating the week that was and the anticipated weekend of footy ahead,” says Culligan.

Alongside the AFL campaign, Pepperjack has recently launched the ‘When Character Counts’ advertising campaign digitally into OOH across the eastern seaboard.

Whilst the label leads with its signature Barossa Shiraz, Pepperjack’s portfolio has evolved over the years and now features an array of dynamic wines including Chardonnay, Sangiovese, Malbec and most recently a Grenache Rosé.