Cannes Lions

Piquentum Red Line

STUDIO SONDA, Vizinada / VINSKI PODRUM BUZET / 2019

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Overview

Background

Natural wine lovers don’t give a heck about any kind of advertising, it just distances them from the product. The producers are very much the same: they shy away from everything that is ready-made, mass-produced. It is an uncompromising world. Consumers prefer honest wines recommended by people they trust and these are usually presented on specialized fairs or in wineries. Only facts are relevant. Thus the product itself becomes the only means the producer actually can use to communicate with his consumers. In 2018 the producer wanted to replace his already existing labels of red wine with the brand new ones, in order to obtain the tool for the storytelling. The amount of bottles was 12500 (5500 year 2016 and 7000 year 2015), distributed in 2018. Visits to wine fairs were planned with a budget of 25000 eur, while 0,75 eur per label were spent for design and label producing.

Idea

“I’m just transferring nature”, the wine producer points out, “and each year nature is different. So are my wines, despite the same terroir and the same variety.” In order to provide him a tool for better communication of naturalness of his wine, and knowing that the only way to reach the audience (natural wine lovers, distributers, restaurant/winery managers&sommeliers, all around the world), is the product itself, we gave him a tool for the storytelling directly on the label. If the wines are each year different due to weather conditions, so has to be the label. Art directed by nature. We’ve collected data on weather conditions in the vineyard (Meteo-Institute). The amount of precipitation was perceived to be the variable that best shows the structure of wine each year, so nature’s behavior has literally been transferred to the label. The circles represent every month’s precipitations (from vintage to vintage).

Execution

As the amount of precipitation (by Meteo institute) is showing best the diversity of the nature and the structure of wine each year, it has been literally transferred to the label. The dots show the amount of rain in liters per month in the year of wine production. The overview begins with the month of October (previous year), ends with the month of harvest (September current year). The imprint is made on wood-free paper where the red color conveys its character and the wine variety (teran - red line). In 2018 the producer replaced his existing and already recognisable labels with the new ones, according to the mentioned concept. Bottles themselves became the tool for the storytelling and were promoted by distributors, on fairs, in restaurants/wineries. Considering the peculiarity of the target group, mass advertising is avoided, while instead storytelling by means of sommeliers, wine lovers and bloggers is fostered.

Outcome

In 2018 Piquentum managed to enter some of the globally important restaurants, i.e.: the best Asian restaurant Gaggan(Bangkok), Constantin Filipo, Kussmaul, Joseph Brot(Vienna), Terroir(London), Vero, Local (Venice)…

Since with natural wine the amount of bottled wine changes every year, the sales results according to the amount cannot be compared from year to year. However, the measurable results are:

Price increase +10% in 2018/per bottle, compared to 2017.

Price increase + 10% in 2019/per bottle , compared to 2018.

50% faster sales in 2018 compared to 2017.

Presence on 6 international exhibitions opened new sale markets such as: Finland, Sweden, Singapore and Japan. Along the already existing markets USA, Croatia, Austria, France and England, for the 2020 there is a waiting list for new markets such as: The Netherlands, Denmark, Germany, Norway. The story about the new label has gone through social networks of some 30 globally relevant wine bloggers/sommeliers.

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