2020 Winner

CASE SUMMARY

Challenges and Goals:
13th Street Winery wanted to encourage new drinkers to try its wines. The problem was that most new drinkers were heavily influenced by other people’s opinions regarding what they should and shouldn’t like. Whether it’s in the news, a rating, review, or even mentioned in pop culture, new Ontario wines such as 13th Street have faced the challenge of drinkers being influenced long before they even try the wine.

There’s also an intimidation factor when it comes to trying wine. People are afraid to say what they genuinely like and tend to go with whatever the majority favours. And usually, that means a larger, more commercial winery.

Insights and Strategy:
For years, blind taste test studies have shown that price, rating, and reviews all influence what
a person thinks about a wine before they even try it. The higher the rating, the better they think it tastes. The more popular varietal or year, the better they think it is. So, how do you create and design a wine that eliminates all of these factors? More importantly, how do you create a wine where the only opinion that matters is your own?

Execution:
Introducing “Subjectif” from 13th Street Winery. The first wine specifically designed so that you
don’t know what you’re drinking until after you’re done drinking it. Using a unique die-cut label,
The brand was able to only reveal the vintage and varietal after the wine is gone and light passes through the glass. It allowed the drinker to decide on their own. Creating this label was a real labour of love and pain with countless prototypes and bottle colours tested. The typography had to be so precise in size and scale that the letters could form, but so that it didn’t give anything away while the bottle was on the shelf.

Results:
The initial limited run of “Subjectif” cases sold out in less than a month. The success of the batch has prompted plans to triple the amount and relaunch the initiative in the Spring of 2020. More importantly, “Subjectif” has prompted drinkers to return and request the 13th Street vintage and varietal they liked the most. This idea was 100% reliant on creating a unique packaging design that would eliminate the possibility of any external judgment of the wine. No reviews, no opinions, no ratings. A first in the wine world.

Credits

Executive Creative Directors: Chris Hirsch/Nellie Kim
Creative Director, Design: Ryan Crouchman
Account Manager: Luke Whitty
Producer: Sarah McLellan
Print Production: Gas Company