The idea was to visualise the wine’s ageing process in an aesthetically appealing manner. Each bottle of the “CUVéE XR” is given a copper jacket whose appearance changes with age – thus making time visible. This transforms the bottle into a design object: True greatness comes with age.
Creative Execution
Encasing an entire wine bottle in copper is a new way to combine materials. The casing receives the aroma of the wine, since it is completely opaque. By engraving the specially designed logo, it becomes a weather-resistant label. After 3 years of barrel storage the wine was bottled in 2015. The bottle’s maturation after 5 and 10 years is simulated by way of illustration.
Indication of how successful the outcome was in the market
“CUVéE XR” renders the ageing of the wine visible on the bottle as well. The bottle’s copper casing gives it another use – in addition to fine wine, this is a design object. This added value meant that the special edition sold out within a very short space of time.
The “CUVéE XR” packaging produced an attention-grabbing wine bottle that impressed not only wine connoisseurs but also design lovers.