| Title | AGEING WINE BOTTLE |
| Brand | WEINGUT KNIPSER |
| Product/Service | WINE |
| Category |
F01. Consumer Products |
|
Entrant
|
KOLLE REBBE Hamburg, GERMANY
|
|
Idea Creation
|
KOLLE REBBE Hamburg, GERMANY
|
|
Production
|
DIRK WEYER STUDIOS Hamburg, GERMANY
|
|
Additional Company
|
INCH DESIGN SERVICE, GERMANY
|
Credits
| Stefan Kolle |
Kolle Rebbe GmbH |
Chief Creative Officer |
| Rolf Leger |
Kolle Rebbe GmbH |
Executive Creative Director |
| Lorenz Ritter |
Kolle Rebbe GmbH |
Creative Director |
| Ursula Ritter |
Kolle Rebbe GmbH |
Art Director |
| Patrick Schröder |
KOREFE |
Designer |
| Jana Bier |
KOREFE |
Project Manager |
| Bilitis Kruse |
Kolle Rebbe GmbH |
Copywriter |
| Martin Lühe |
Kolle Rebbe GmbH |
Production Manager |
| Dirk Weyer |
Dirk Weyer Studios |
Photographer |
The Campaign
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. It involves winding the copper around the bottle until it is evenly coated, including the typical recessed grip. This casing receives the aroma of the wine, since it is completely opaque. The engraved logo replaces the need for a label and does not divert attention from the copper. At the top end of the casing, the wine does not come into contact with the metal when poured. 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.