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Hey Diddle Wines

Three men chatting beside a quad bike loaded with wine bottles and grapes, parked between rows of grapevines

Hey Diddle Wines

Youth is the gift of nature, but age is a work of art

Hey Diddle Wines is a distinctive venture that seamlessly blends the worlds of Australian Rules football and viticulture. Founded in 2017, the brand is the brainchild of former Port Adelaide Football Club players Tom Jonas and Brad Ebert, alongside esteemed winemaker Ben Chipman. Together, they have embarked on a journey to craft exceptional wines that reflect their shared passions and South Australian heritage.

THE FOUNDERS

Tom Jonas: A stalwart defender, Jonas served as the captain of Port Adelaide, earning respect for his leadership and dedication on the field. Beyond football, Jonas harbored a deep interest in wine, viewing it as a natural extension of South Australia’s rich cultural tapestry.

Brad Ebert: Renowned for his midfield prowess, Ebert’s football career was marked by resilience and commitment. Parallel to his athletic endeavors, Ebert cultivated an appreciation for oenology, envisioning a post-football career that would keep him rooted in his home state’s traditions.

Ben Chipman: As the co-founder of Tomfoolery Wines in the Barossa Valley, Chipman brought a wealth of winemaking expertise to the partnership. His innovative approach and deep understanding of the region’s terroir have been instrumental in shaping Hey Diddle’s offerings.

Black-and-white photo of three men walking along a dirt path through a vineyard, one holding a football; jumper reads "Hey Diddle"
Silhouettes of men drinking red wine in a shed doorway overlooking vineyards, with a dog in the foreground
Hands pouring red wine from one glass to another above wine bottles, with wine barrels stacked behind marked with a stylised logo
Man drinking red wine in profile at an outdoor gathering, with another man blurred in the foreground
Three men walking along a dirt track between rows of vines with autumn-coloured leaves

Our whole brand is about bucking the trend and having a bit of fun. The smaller format is a really nice way to do that

The inception of Hey Diddle Wines was serendipitous, stemming from casual conversations between Jonas and Ebert about life after football. Recognizing a mutual passion for wine and a desire to explore creative outlets, they approached Chipman with the idea of establishing their own label. The trio’s vision was clear: to produce high-quality wines that encapsulate the spirit of South Australia while challenging conventional norms.

The name “Hey Diddle” pays homage to the colloquial expression popularized by AFL commentator Brian Taylor: “Hey diddle diddle, straight through the middle.” This phrase resonates with the founders’ football backgrounds and symbolizes their aim to make a direct impact in the wine industry.

Hey Diddle Wines has garnered attention not only for its exceptional quality but also for its innovative approach to wine consumption. In a move that reflects their commitment to accessibility and sustainability, the brand introduced 330ml twist-top bottles of premium Barossa Shiraz. These “wine stubbies” cater to consumers who prefer a single glass without committing to a full bottle, reducing waste and offering convenience. Jonas articulated this initiative, stating, “Our whole brand is about bucking the trend and having a bit of fun. The smaller format is a really nice way to do that.”

The brand’s portfolio showcases a diverse range of varietals sourced from esteemed South Australian regions. From the robust Barossa Valley Shiraz to the vibrant Clare Valley Malbec Cabernet Sauvignon, each wine reflects the founders’ dedication to quality and their deep connection to the land.

Australian shepherd dog sitting beside a Sherrin football wearing a bone-shaped name tag
Three "Hey Diddle" wine bottles with colourful illustrated labels displayed on a crate in front of wine barrels
Rolling dry hills and autumn-coloured vineyard rows under a blue sky with scattered clouds

Central to Hey Diddle’s ethos is a celebration of South Australian culture and community. The founders actively engage with local artists, such as Gold Coast-based Luke Day, who designs the brand’s distinctive labels. Each label narrates personal stories, with designs inspired by the founders’ experiences, from jetty jumping in Adelaide’s western suburbs to summers spent along the Murray River.

This collaborative spirit extends to their winemaking process. While Chipman oversees production, Jonas and Ebert immerse themselves during vintages, participating in hands-on tasks and gaining a deeper appreciation for the craft. This involvement not only enriches their understanding but also strengthens the authenticity of the brand.

As Hey Diddle Wines continues to evolve, the founders remain committed to innovation and community engagement. Their journey from the football field to the vineyard exemplifies a seamless fusion of passion and professionalism, resulting in a brand that resonates with both wine aficionados and sports enthusiasts. With a foundation rooted in quality, creativity, and cultural pride, Hey Diddle Wines is poised to make a lasting impact on Australia’s wine landscape.

Image Credits

Hey Diddle Wines