Nestled between two of South Australia’s iconic wine regions—the Barossa Valley and Adelaide Hills—Esilio Wines is carving out its own identity in the picturesque Mount Lofty Ranges. The region, a "blend" of its famous neighbours, serves as the perfect backdrop for winemaker Harry Mantzarapis’ rebranding journey, transforming Uleybury Wines into Esilio Wines over the past year.
With a distinguished winemaking career spanning Renmark, Barossa, McLaren Vale, and even Portugal, Harry purchased the 100-acre Uleybury Wines property three years ago, ready to make his mark. After two years of honing the wine’s quality, he decided it was time to redefine the brand, ensuring his wines would stand out visually and narratively in a competitive market.
“The winemaking was in my blood, but branding was a whole new challenge,” Harry shared. “I quickly learned that your story needs to be authentic—something you believe in and live every day. It’s not just a name and a logo; it’s the heart of your business.”
A Name Rooted in Meaning
The name “Esilio” emerged early in the branding process and resonated deeply with Harry’s vision.
Derived from Latin-Italian, Esilio means “to be exiled,” a perfect metaphor for the winery’s position outside the Barossa and Adelaide Hills’ shadow.
“We’re proud to stand out,” Harry explained. “Our wines can hold their own, like our Rosé, which just won a 95-point Gold Medal at the Melbourne Wine Show. It’s a $22 Rosé—the top in its class. That’s proof our region can produce exceptional wines without relying on a Barossa or McLaren Vale label.”
Crafting a Visual Identity
With the name and story solidified, Harry set out to bring Esilio Wines’ identity to life. From updated wine labels and a cohesive colour palette to freshly painted sheds welcoming visitors, the rebranding aimed to create a bold and cohesive visual presence.
Launched in October 2024, the rebrand has already garnered significant attention. “We’ve received so much positive feedback,” Harry said. “At a recent show in China, people kept coming up to us saying our brand was the talk of the event. Even Qantas reached out, impressed with our branding.”
Turning Challenges into Strengths
Esilio Wines’ rebranding is a testament to turning perceived disadvantages into opportunities. While proximity to renowned wine regions could be seen as a challenge, Harry embraced it as a unique selling point.
“We’re not just another Barossa or McLaren Vale winery,” he said. “We’re a family-run business, offering something distinct. From here, you’re close to the City of Playford, but it feels like you’ve stepped into the country.”
Looking Ahead
As Esilio Wines looks to the future, Harry and his team are gearing up for a busy season. From Christmas packages to welcoming visitors at their restaurant and cellar door, their focus remains on connecting with more wine lovers while staying true to their bold, exiled identity.
To learn more or book a visit, head to www.esiliowines.com.
