In response to the number of young consumers that view French wines as expensive, specialty items, Gourmet Passions introduces THE Vins with labels meant to make the collection approachable. Each bottle features a distinct color-coded label with the wine’s easy-to-pronounce, easy-to-remember nickname (i.e., Vacqueryras is “The Vac”) in large type, along with the full name in smaller print. To maintain a sense of tradition, the bottles also include embossed emblems that represent the appellations’ coat of arms. The range of southern Rhone wines consists of fruit-forward and well-balanced blends from a 300-year old vineyard.
Launch
December 2010
Package design
THE Vins,www.the-vins.com
