Trick or Treat? Aussie Wine Shoppers Haunted by Phantom Labels This Halloween
Announcement posted by Naked Wines 24 Oct 2025
This Halloween, Naked Wines is lifting the mask on the biggest trick in wine retail: phantom labels and ghost brands that make shoppers think they're buying independent, premium drops - when in fact, they're getting supermarket-owned wines dressed up in disguise.
According to the Ideal Conditions Report (Naked Wines x YouGov, 2024), 43% of Australian wine drinkers say unclear origin information is a major red flag, and one in four say they don't trust wines sold only through big retailers. That's because those bottles often hide behind "boutique" names that don't tell you where the wine came from - or who made it.
"Gone are the days when a flashy label was enough to grab attention. Today's drinkers are hungry for authenticity - they want to know the story behind the bottle, where it came from, and how it was made." - Ideal Conditions Report, 2024
Recent findings from the Craig Emerson review into the Australian wine industry have put a spotlight on the same issue. The review warns that major liquor retailers now control much of the domestic wine market and own hundreds of their own 'phantom' brands, creating confusion for consumers and pressure for small producers.
Supporting this, The Real Review's investigation - Who Makes My Wine? - uncovered that supermarket chains like Coles and Endeavour Group quietly own or control dozens of private-label brands that appear to be independent wineries. Industry estimates suggest these phantom labels now represent up to 35% of domestic wine sales.
"It's a simple trick to solve - if we find ways to help Aussie drinkers find and treat the makers right - everyone wins. Drinkers get better wine in their glass, and winemakers get to do what they love and thrive."
- Paul Connell, Managing Director, Naked Wines Australia
The Trick 🎃
The "trick" is the illusion of choice. Phantom labels make it look like there's variety, but most bottles trace back to the same corporate cellars. That's not transparency - that's trickery in a fancy bottle.
The Emerson review and the Senate inquiry into supermarket power both highlight unfair trading conditions, opaque branding, and limited transparency - with smaller winemakers squeezed out of fair competition. It's a setup where shoppers pay more, learn less, and makers lose out.
Big retail's game is volume, not value. Fake 'small batch' storytelling, lowball deals for winemakers, and price points that make you wonder who's really cashing in - it's enough to make even the most seasoned shopper shiver.
The Treat 🍷
The "treat" is buying direct from independent winemakers or through Naked Wines' model - where Aussies get:
- Authenticity: You see who made it, where it's from, and why it's worth pouring.
- Fairness: Winemakers get paid properly, not pennies on the litre.
- Value: Better wine at honest prices - up to 30% less than retail.
- Community: 50+ independent winemakers across Australia, supported directly by thousands of Naked Angels.
It's a win-win: real makers thrive, and real drinkers get the good stuff - no tricks, just treats.
"This Halloween, don't be spooked by ghost brands or phantom labels. The real magic happens when you buy wine that wears its maker on its sleeve."
- Paul Connell, Managing Director, Naked Wines Australia
Why It Matters:
The Ideal Conditions Report shows 65% of Aussie drinkers would buy more wine if they knew it supported independent winemakers, and 63% would buy more if winemakers were paid fairly.
Transparency drives trust: 43% consider unclear origin a deal-breaker, showing consumers are increasingly looking beyond the label.
Industry calls for fairness are growing louder, with Australian Grape & Wine urging a "level playing field" for small producers.
"It's incredibly liberating to be able to focus on doing your best work and know you're being supported. Ultimately, that means we can deliver our premium products at a lower price than through traditional channels."
- Nina Stocker & Kate Day, Two Pairs Wines (Ideal Conditions Report, 2024)
Call to Arms:
This October, ditch the tricks. Choose the treat that gives back to Aussie makers and your own hip pocket.
Discover real wines made by real people at nakedwines.com.au and get $100 off your first case.