40 Under 40 alumnus Brendan Carter – co-founder of Unico Zelo – has spent his career rewriting the rules of Australian wine. His newest venture, Bottle Shock, blends education, sustainability and playfulness to bring a whole new generation into the world of wine.
As one of South Australia’s 40 Under 40 alumni, Brendan Carter has always approached wine a little differently. The Unico Zelo co-founder – who also won the 40 under 40 Emerging Industries and Creative Thinker Award in 2020 – built his Adelaide Hills label on innovation, sustainability and a belief that great wine should be accessible to everyone.
That same philosophy now shapes Bottle Shock, the Gumeracha wine bar-meets-YouTube-phenomenon where blind tastings feel more like a game night than a masterclass. With its playful flights, recycled-plastic tables and community-minded ethos, Bottle Shock has quickly earned a reputation as one of the state’s most inventive wine experiences.
That reputation just got a global nod. two 2026 Best Of Wine Tourism Awards for Adelaide, South Australia – one for Innovative Wine Tourism Experiences, and another for Sustainable Wine Tourism Practices. The gongs cement its status as one of SA’s most exciting wine destinations.
Step inside the Gumeracha venue and it’s clear why. There’s no wine snobbery here – just groups laughing over blind tastings, guessing which drop costs more or where a Pinot might be from. The space is bright and playful, with recycled-plastic tables, 150-plus wines by the glass, and an atmosphere that’s more games night than gala dinner.
“It’s a complete lack of pretence from the moment you walk in,” says sommelier and venue manager Simon Dacey. “We want everyone to have a nice time – whether you’ve got a sommelier certificate or you just like a cold rosé.”
What are the Best Of Wine Tourism Awards?
Each year, the Best Of Wine Tourism Awards shine a spotlight on the people and places shaping South Australia’s wine culture.
They’re part of our state’s membership in the Great Wine Capitals Global Network, which connects 11 of the world’s leading wine destinations – including Bordeaux, Napa Valley and Mendoza.
Through the partnership, a local steering committee – bringing together government, industry and education – works with the network to champion South Australia’s quality, innovation and global reach, recognising excellence in wine production, tourism and regional growth.
Membership in the network also reflects South Australia’s commitment to research, education and world-class wine tourism – and celebrates how deeply wine is woven into our state’s identity as one of our biggest industries.
This year, six different SA wine-based tourism operators were recognised in the 2026 awards:
- Accommodation – Mount Lofty House and Estate, Adelaide Hills
- Architecture and Landscape – Vinteloper, Adelaide Hills
- Art and Culture – Wonderground Barossa, Barossa
- Culinary Experiences – Maxwell Wines, McLaren Vale
- Innovative Wine Tourism Experiences – Bottle Shock, Adelaide Hills
- Wine Tourism Services – SA eBikes, McLaren Vale
- Sustainable Wine Tourism Practices – Bottle Shock, Adelaide Hills
South Australia’s place on the world wine map
South Australia produces about 80 per cent of the country’s premium wine. Our wine exports are worth $1.85 billion a year – around two-thirds of the Australian total.
With 18 diverse wine regions, 680 wineries, and 340 cellar doors, visitors to SA are spoiled for choice when it comes to wine experiences.
“The Adelaide Hills deserves its place on the world stage,” Simon says. “We’ve got this amazing mix of experimental winemaking, sustainability and creativity. SA as a whole is like a microcosm of the global wine world – every region has its own flavour, but we’re all part of the same story.”
Breaking wine’s old rules
With South Australia recognised among the world’s top wine destinations, venues like Bottle Shock are redefining how people experience the state’s wine culture – making it more accessible, engaging and fun.
For Simon, who moved from London’s rum bars to the Adelaide Hills two years ago, Bottle Shock is the antidote to everything intimidating about wine.
“Bottle Shock is about bringing people who aren’t normally into wine, into wine,” he says. “People are scared to give their opinions for fear of looking stupid. Our job is to break that barrier down – there are no wrong answers.”
Everything at Bottle Shock is designed for the everyday drinker, not the wine snob. “You don’t need to know your Bordeaux from your Barossa – you just need to be curious and up for trying something new,” he says.
From screen to cellar door
If Bottle Shock feels like something out of a YouTube video, that’s because it is. The venue is the real-world extension of the Bottle Shock channel – a cult favourite among wine lovers with around 13,000 subscribers.
It began in 2020 as Wine for the People, a daily lockdown livestream from the team’s Adelaide Hills winery. Over time, their blind tastings and easy banter built a loyal following.
Since then, the team that includes Brendan Carter (winemaker), Noah Ward (professional), Henry Doyle (drinker) and Simon (sommelier) have rebranded as Bottle Shock and brought their online world to life.
“It’s a place where fans who watched for years can finally play along for real,” says Simon.
Wine flights and friendly competition
Visitors can choose from six blind flights – from Price Is Right (guessing wines by cost) to GeoGuessr (spotting which regions they’re from) or Same Same but Different (telling two varietals apart).
“We make you do the thinking first,” Simon says. “Then we talk about what you liked. That’s how people actually learn.”
For groups, there’s the Wine Olympics – a session with sharing platters and a prize bottle for the champion.
Or grab a table with friends and choose from more than 150 wines by the glass – one of Australia’s most extensive selections.
Michelin-experienced chef, Jeff Trotter, serves up seriously elevated snacks like tater tots dusted with vinegar powder and mac-and-cheese croquettes – proof that wine-bar food can be fun and affordable.
A community in a glass
Beyond the tastings, Bottle Shock has become a gathering place. Weekly quiz nights, Vino & Vinyl sessions, Paint & Sip evenings and locals’ nights bring winemakers, visitors and regulars together.
“If you’re not looking after your regulars, who are you looking after?” Simon says.
The inclusive, step-free, pet-friendly design is deliberate. “We want it to feel like your mate’s living room, not a lecture hall,” he says. “Wine should bring people together, not scare them off.”
Sustainability that actually means something
Bottle Shock is part of the Unico Zelo Wines and Applewood Distillery family, which became a certified B Corp in 2019.
“It’s a hard test,” Simon explains. “And you have to improve over time to keep your certification. Sustainability isn’t a goal, it’s a mindset.”
The bar’s powered by solar, with double-glazed windows to cut energy use and recycled-plastic tables to minimise waste. For Simon, sustainability is also about people. “If your staff are overworked, that’s not sustainable,” he says. “If your locals feel they have to drive 40 minutes for a night out, that’s not sustainable either. It’s about looking after your community.”
Younger drinkers, different priorities
As for that oft-repeated claim that young people don’t drink? Simon isn’t buying it.
“They’re drinking differently now,” he says. “Everything’s more expensive, so people are being more mindful. They still want to have a good time – they just want value for their money.”
That shift is forcing the wine industry to adapt. “The old model of expensive tastings and exclusive labels doesn’t work anymore. You can’t expect people to come to you – you have to meet them where they’re at.”
And where they’re at, it turns out, is places like Bottle Shock – online and IRL. Fun, inclusive, affordable, and just serious enough about what’s in the glass to make you sound like the expert next time your mates are choosing wine for a party.
A Sangiovese summer
When asked what wine trends are worth trying, Simon doesn’t hesitate. “Chilled reds are huge right now – and Sangiovese is leading the charge. It’s got all the fruit and texture of a Pinot, but half the price.”
His other pick? Fiano. “If you’re bored of Sauvignon Blanc, get on the Fiano train. You won’t regret it.”
The complete list of 2026 Best Of Wine Tourism Award winners for Adelaide, South Australia, is here.
