Dr Möller is a physician and the producer of an award-winning quince brandy. The Dr Moeller distillery celebrated its 35th anniversary in 2010.

To mark this special occasion, a vintage edition was to be created for the past 10 vintages. The packaging was to highlight the exclusivity of this unique product and simultaneously make a tongue-in-cheek reference to its manufacturer’s medical background. And since no vintage was the same as another, the idea was to create a diary-style vintage description that recounted the history of each individual vintage with a touch of humour.

For 35 years Dr. Moellers produces a very exclusive and award-winning quince brandy every year. Each having a distinct flavour, it was high time for a decade collection, giving customers the opportunity to taste the different notes of a whole decade. The descriptions of every annual edition and the packaging idea underline the brands exclusiveness and refer to the producer in a humorous way.

The strictly-limited production run was sent to 156 exclusive customers – together with the option of being able to purchase each individual vintage exclusively. The response rate was tremendous: despite the high price of Euro 78 to 268 per bottle, over 80% of the customers contacted ordered individual vintages.