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Touch PR:

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Wine bottle of the future

Task

Mark Hardys 150th anniversary and celebrate its status as No 1 wine brand in the UK.


Approach

Our strategy was to look forward and not back in recognition of the brand’s role in evolving the wine market. We achieved this by commissioning students at St Martin’s School of Art to design the wine bottle of the future. We conducted a tasting among interested students and briefed them on the wine’s history and ethos. Judges from the world of design and wine shortlisted the top 3 of which prototypes were made and publicised through the media and at wine shows around the world.


Impact

Extensive international media coverage in print, broadcast and online across food and drink, news, lifestyle and technology. The prototypes were used by the client to engage with buyers in global markets and reinforce negotiations by promoting the history and progressiveness of the brand.