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Brief Published: 30 Aug 2016

Provocative Packaging: Brexit Wine

Brexit Wine

In our Contextual Packaging Trends 2016 report, we explored how vocal food and beverage brands were openly expressing their support of or disdain for topical events, including the upcoming US Presidential election and Britain’s exit from the European Union (‘Brexit’), as well as important political and social causes such as gender equality and securing the right to vote.

Along these lines, UK-based FMCG magazine The Grocer tasked London-based design agency Hornall Anderson with creating a new identity concept for English wine that encapsulated the unique qualities of the product while reflecting the country’s impending new independent status.

Called Brexit Cuvee 52:48 – referencing the ratio between voters who chose to leave (a slight majority) and those who chose to stay – the resulting product is marketed as a blend of 52% British sweet grapes 48% British sour grapes.

Taking the theme through to the packaging solution, the wine’s sleek black box has a central split evoking the open slot of a ballot box.

For more on brands stretching to align themselves with alternative causes and categories, see Brand Stretch.

For more on wider alcohol developments, including the commercialisation of orange wine, see Alcohol Trends 2016. Meanwhile, Wine Vision scopes out new opportunities in this lucrative market.