A fictional wine label that is branded around the social gathering where wine is served, not the wine itself. I call the label Amato Wine. Check it out. ↓
Most millennials (Amato’s target consumer) just want to grab a good-looking, relatively cheap bottle of wine that fits the event they’re off to. Amato Wine gets that.
Scroll to learn more. ↓
Amato’s target consumer? Millennial, working, social, trendy, all genders
Their bottle labels mimic polaroids.
Each label evokes a memory similar to one that a consumer might capture on their own. Amato Wine targets the emotion around the events where wine is served.
Amato Wine’s Instagram has very little to do with wine. Its purpose is to create a feeling around each bottle.
First drop is a bottle called Dinner With Friends. It’s an evening red designed to be served on a crisp summer night.
Their paid social tells the story behind each Polaroid label/bottle drop.
Dinner With Friends’ story below ↓
Millennial biking in the evening, distinct easy summer vibes, a trendy corner store in the background, maybe she has a backpack or a basket. Arrives and enters a cute cottage (Cape Cod meets Santa Cruz vibes).
They bring the food outside to eat, maybe one of them forgets forks and runs back to get them (natural, funny, real).
The camera zooms out to the Polariod from the Dinner With Friend’s bottle label.
The camera flashes to white like a camera flash, a memory.
She and her friends start to prepare dinner. She pulls out the bottle of wine from her bag that she just bought. She laughingly asks what she can do to help. She starts to set the table in the exact scene as the polaroid on the bottle label.
In the last scene, the main character prints the polaroid out and sticks it to a wine bottle.
Black out, logo flashes, pause, “Dinner With Friends” is written on the bottom of the screen.
… and then?
If performance is high, keep adding bottle types. Create a wine pairing. Call it, “When the first bottle isn’t enough” and have the label continue the story from “Dinner with Friends.” Expand to more than just dinner: the perfect wine for family events, for cozying up with a book, a dessert wine, a picnic wine, etc. Play around with a higher price point, older demographic. Branch out of wine to compete with fizzers, hard alcohols. The options are endless.