In an industry left dormant for centuries we changed the production process, created a new product and transformed the consumption experience. The effect grabbed the attention of the media, distributors and buyers around the globe.

The task was to rebrand the Zlata Radgonska Penina sparkling wine and to facilitate the winery’s efforts to make its way to the global market outside Slovenia, which it had not managed to achieve before despite its 169-year-old tradition and high quality.

In spite of its multiple wine awards, Zlata Radgonska Penina was not able to reach the markets outside Slovenia and the client believed the brand name and packaging design were to blame.

But it was only partially true. A lot more was needed to capture the attention of global distributors in a highly competitive industry.

The challenge was even more daunting considering the advertising budget was close to zero.

With the budget limitations in mind, traditional type of advertising expected to have a desired global reach was not an option. As a result, we created a new product people and media would talk about.

During our research we came across a paper: Sensory Study of the Effect of Fluorescent Light on a Sparkling Wine and Its Base Wine, American Journal of Enology and Viticulture, Vol. 40, No. 4, by Ann C. Noble, professor from the University of California. She proves that even minimal exposure of sparkling wine to light can change its aroma for the worse. Sparkling wines are sensitive because of yeast lees causing higher amino acid oxidation affected by light.

We found this inspiring and looked for more information, talked to different wine experts, discussed it with the client, looked for best international practices in a hot pursuit to grasp how this issue was addressed by others.

Our proposal: the winery should switch off the lights during the production process to make UNTOUCHED BY LIGHT, the first sparkling wine created and consumed in complete darkness.

Now the night vision goggles are used for night harvest, bottle rotation and packing. The wine is left to age for three years in a lightproof natural cave.

Packaging design underscores the product uniqueness. We steered clear from category conventions, typical graphical language and decorations. With simple, informative design and distinctive graphics, we aimed at suggesting this is something else. The bottle is made of 99.8% black glass and sealed inside rectangular black foil that makes the bottle barely visible and embodies the production process in complete darkness.

The product launch was planned in a darkroom in the basement of The Savoy Hotel with a blind sommelier, but due to the COVID-19 pandemic it was streamed online from a dark natural cave.

• Our innovation was widely reported in the media all the way from the US to China. There were 232 media mentions including in The Washington Post, The Independent, Decanter, Der Spiegel, Forbes and Wine China.

An exciting experiment. – Juliane Fischer, Kurier

Quite a story. – Caroline Gilby MW, Decanter

The most unusual wine I tasted this year. The wine was amazing. – Dave McIntyre, Washington Post

Unusual, innovative wine. – Igor Serdyuk, Forbes

It is the ageing process that makes this wine unique. – Wine China

• Due to the interest sparked among international distributors this sparkling wine is now sold in places like Casamona in St. Moritz and high-end stores in China.

• THE VALUE OF THE BOTTLE INCREASED SIX-FOLD.

The category is usually focused on heritage, terroir or consumption. We created a new method, changed it for the better to preserve the quality of the wine, and proved our dedication through production, design and tasting experience. By so doing, we grabbed the organic attention of the global media and distributors.