Hong Kong’s entertainment and culinary scenes merge as MIRROR member Tiger (Yau O Yin) has been appointed brand ambassador for Grant Burge, a celebrated Australian winery with over a century of winemaking heritage. The partnership, announced by Grant Burge and its parent company Vinarchy, introduces a new brand campaign titled “It’s How You Arrive,” with Tiger personally selecting three signature wine series tailored to different social occasions. Prices start from HK$130, and the wines are now available at select supermarkets, convenience stores, and online retail platforms.
A Century-Old Legacy Meets Modern Influence
Founded in the Barossa Valley in 1865, Grant Burge has long been synonymous with premium Australian winemaking, particularly its renowned Shiraz and Cabernet Sauvignon varietals. By enlisting Tiger—a member of Hong Kong’s chart-topping boy band MIRROR—the winery aims to bridge tradition with contemporary culture. The “It’s How You Arrive” campaign underscores the philosophy that the choice of wine reflects one’s presence and intention at any gathering.
Tiger, known for his discerning taste and on-stage charisma, curated the collection to simplify wine selection for fans and casual drinkers alike. “Wine isn’t just a drink—it’s a statement,” he said in a promotional statement. “I wanted to choose bottles that fit every mood and moment.”
The Three Curated Series
Wines of Distinction: For Formal Occasions
The Wines of Distinction series targets sophisticated settings and formal dinners. Tiger’s top recommendation is the Grant Burge Filsell Shiraz (HK$380), a classic Barossa old-vine expression with notes of dark chocolate and ripe black fruit. Other standouts include:
- Holy Trinity GSM Blend (HK$240) – the winery’s longest-produced wine
- Corryton Park Cabernet Sauvignon (HK$380) – featuring mint-chocolate undertones
- Balthasar Shiraz (HK$280) – a full-bodied, velvety selection
These bottles are designed to convey confidence and refinement, making them ideal for corporate events or celebratory dinners.
INK Series: Party-Ready and Bold
The INK Series embodies a lively, carefree spirit. Each bottle retails for a wallet-friendly HK$130, with a deep, ink-like color and pronounced fruit flavors. Key offerings include:
- Barossa Ink Shiraz – black cherry and oak
- Barossa Ink Cabernet Sauvignon – juicy and sweet
- McLaren Vale Ink Shiraz – round and lush
- Coonawarra Ink Cabernet Sauvignon – fresh herbal notes
- Margaret River Ink Cabernet Sauvignon – layered complexity
- Buttery Ink Chardonnay – a smooth white wine option
These wines are meant for casual get-togethers, barbecues, or nights out with friends.
INK Peppery Series: A Spicy New Arrival
Joining the lineup is the Ink Peppery Shiraz (HK$169), a fresh addition that marries the INK series’ bold fruit profile with a distinct black pepper kick. The peppery finish makes it a conversation starter at parties, pairing well with grilled meats and spicy dishes.
Accessibility and Availability
Grant Burge wines are distributed across Hong Kong through major supermarket chains, convenience stores, and online platforms. The affordable entry price of HK$130 for the INK series lowers the barrier for younger wine drinkers and MIRROR fans eager to try the brand. Industry observers note this move could expand the winery’s reach among Gen Z and millennial consumers, particularly those influenced by celebrity endorsements.
Broader Implications
This collaboration reflects a growing trend of heritage brands leveraging K-pop and Cantopop star power to connect with younger demographics. For MIRROR’s fanbase, known as “Mirrorlings,” Tiger’s involvement may drive trial purchases and social media buzz. Meanwhile, wine educators point out that curated selections like these help demystify wine shopping, offering approachable choices for novice enthusiasts.
As the campaign rolls out, consumers can expect limited-edition promotions and in-store displays featuring Tiger’s recommendations. For those keen to explore, starting with the INK series offers an affordable entry point, while the Wines of Distinction line provides options for special occasions.
Note: Prices and availability are subject to change. Readers are advised to check with individual retailers for the latest offers and terms.