The long history of wine in Argentina is full of traditions about how wine is consumed. ?Wine always comes in a bottle and is surrounded by lots of prejudices and dogmas. Wine in Argentina is to share, to smell and comes with a cork, it’s just like that. ?So, launching a canned wine in Argentina is a blasphemy that’s why, from our format, we crack with all this, braking rules, dogmas and prejudices around wine’s world. Blasfemia is a can in a world of bottles with a different format for those who aren’t confortable with the traditional ones.

Because this long history of wine production in Argentina, traditions about how wine is consumed were very strong. In fact, due to regulations, canned wine wasn’t approved for sale in the country until november 2019, which speaks of an industry somewhat resistant to innovation. This was a challenge for us from the begining of the process: first, because it was the first canned wine of the country; and second, because it was the first wine in the history of the Company and that implied the development of new skills, knowledge, partners and suppliers. Because this long history of wine production in Argentina, traditions about how wine is consumed were very strong. In fact, due to regulations, canned wine wasn’t approved for sale in the country until november 2019, which speaks of an industry somewhat resistant to innovation.

We created an identity that responded to the positioning of our wine as the first canned wine in a country were wine category is surrounded by many traditions and always comes in a bottle. We worked on a proposal that was aligned with the innovative nature of our format from the color, typography and illustration point of view, so that Blasfemia would stand out on the shelf. For the illustrations we were inspired by artists who, like us, are not ruled by prejudice. The names and identities of our varieties respond to small everyday blasphemies that are usually questioned without any sense because of social constructions, are just based on prejudices, no one knows explain why; just as canned wine is questioned: ”ojotas con medias – Malbec Syrah” (flip-flops with socks), "Jean con Jean – Rosado gasificado” (Canadian tuxedo) and ”Cortar el spaghetti - Chenin Torrontes” (to cut the spaghetti).

- Insight: Wine always comes in a bottle and is surrounded by lots of traditions and dogmas related to that format. Wine in Argentina is to share, to smell and usually comes with a cork. All these traditions impacts on how consumers enjoy wine, what they think of it and where it is consumed.

- Data and challenge: We had to break the barrier that bottled wine built within the consumers: wine traditions in our country led consumers to think that the quality of our wine was bad just because it came in a can, a different format from what they were used to. During the pre-launch research stage only 34% of people declared that they would buy wine in a can (n=1555).

To think of a wine format that wasn’t meant to be shared and didn’t have a cork was obviously a blasphemy to traditional wine dogmas. This is how “Blasfemia” was born, the first Argentinean canned wine. We arrived to break with all of this and give a more powerful message, because for us breaking dogmas leads to breaking nonsense prejudices that limit people in becoming their best selves. This gave life to the names of our varieties, which are based on everyday blasphemies that are very insightful in Argentina, things that people see as wrong without justification: ”ojotas con medias – Malbec Syrah” (flip-flops with socks), ""Jean con Jean – Rosado gasificado” (Canadian tuxedo) and ”Cortar el spaghetti - Chenin Torrontes” (to cut the spaghetti). In addition to that, we defined that our purpose would be developed by taking an active role standing against bigger social prejudices that affect

The results that we reached were:

-Intention of purchase: 83% (target 34%)

-Reorder: 78% (target 30%)

-Client purchase: 1475 POS. (target 250)

-In our target audience: the NPS at the end of 2020 was 41% (target benchmark 30%)

-Rate of sale: 5 boxes per POS (target 4 boxes)

-The 3 main purchase reasons are, in order of importance: can convenience, quality of the wine and brand design. This three represent 90% of the 100%

-Positive sentiment on social media: 93%.

-The impact and scope of the brand in Argentina exceeded initial expectations by far and led to the regional launch in 2021.

We created an identity that responded to the positioning of our wine as the first canned wine in a country were wine category is surrounded by many traditions and always comes in a bottle. We worked on a proposal that was aligned with the innovative nature of our format from the color, typography and illustration point of view, so that Blasfemia would stand out on the shelf. For the illustrations we were inspired by artists who, like us, are not ruled by prejudice. The names and identities of our varieties respond to small everyday blasphemies that are usually questioned without any sense because of social constructions, are just based on prejudices, no one knows explain why; just as canned wine is questioned: ”ojotas con medias – Malbec Syrah” (flip-flops with socks), "Jean con Jean – Rosado gasificado” (Canadian tuxedo) and ”Cortar el spaghetti - Chenin Torrontes” (to cut the spaghetti).