The Coonawarra Wine Region has posted a photograph on Facebook of Next Crop leadership graduates wearing t-shirts with the message, “Drink More, Die Younger.”
The graduates are pictured with glasses of wine in hand.
It is exactly the kind of messaging that the Australian wine industry is trying to distance itself from.
The Next Crop program is a Wine Australia initiative.
Coonawarra Vignerons has since apologised for the Facebook post, since deleted.
“Their attire, featuring irresponsible messaging around alcohol, was not endorsed by Coonawarra and does not reflect the values or professionalism of our members or the association, nor the responsible approach to alcohol consumption that our industry proudly upholds,” the association said in a statement to the ABC.
“We take this matter seriously and are investigating the circumstances surrounding the photograph and the lapse in judgement by those involved.
“Coonawarra Vignerons remains committed to fostering wellbeing, cultural awareness and social responsibility across our community and industry.”
The association says it has launched an investigation into the t-shirts.
Coonawarra Vignerons called for applications for the program in March 2025, offering up to 15 positions for aspiring leaders.
The media release said, “Together with a range of expert facilitators and special guests, participants will explore the cultural, social, environmental and economic challenges and opportunities influencing the region.”
WBM – Australia’s Wine Business Magazine has sought comment from Coonawarra Vignerons.
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