Born Different, Unforgettable: Inside Our Launch Night

Born Different, Unforgettable: Inside Our Launch Night

A few weeks back, Innocent Bystander opened a bold new chapter with the Born Different Launch Party, and Melbourne showed up in force.

What began as a warehouse on the city fringe was transformed into the ultimate IB playground. Part cellar door and part creative chaos, the space came alive with music, movement, colour and curiosity. From the moment doors opened, the energy was undeniable. Immersive, unapologetic and unmistakably Born Different.

The response spoke for itself. Consumer tickets sold out, with 280 attendees through the doors across the night. From wine lovers and creatives to industry insiders, the crowd reflected exactly who Born Different is for. Curious, expressive and ready to try something new.

Inside, guests explored a full sensory experience. Cult DJs set the tone with groove driven beats, drag performances brought sequins and attitude, and tattoo artists, tarot readers, barbers and glam stations kept the creative energy flowing. The launch of our Mobile Cellar Door, a wine bar on wheels, gave guests a first look at a new way Innocent Bystander is showing up in the world.

At the bar, the wines were flowing and selling fast. Watermelon Spritz and Rosé both sold out on the night, proving that Born Different is not just a vibe but a thirst quencher. Paired with cult burgers from Slowpoke Lounge & Lookout, it was clear this was no ordinary wine event.

Most importantly, the night delivered what we set out to achieve. Genuine connection. Guests did not just attend. They engaged, shared, tasted, danced and stayed. The brand came to life in a way that felt authentic, memorable and distinctly Innocent Bystander.

The photos from the night capture it best. Laughter mid pour, glitter under warehouse lights, glasses raised and moments of creative chaos. They tell the story of a launch that was not about playing it safe but about doing things differently.

Born Different is officially out in the world, and if this launch was anything to go by, it is just the beginning.