IDEA BEHIND THE BRAND
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1920 ‘ROARING TWENTIES’
UNIQUE, SCREEN PRINT ONTO BOTTLE
NAME ‘KINGS OF PROHIBITION’ TO BE STAND OUT
MALE FOCUSED - BLACK & GOLD COLOURS
STAND OUT DESIGN
New Product Development
Brand Name: Kings of Prohibition (trademarked)
Design Company: Woodscannon
In terms of the story behind the brand, Prohibition is one that has eluded the new generation. “I am
a lover of history and I have always looked back and read the history of Prohibition and the flow on
effect repeal had in 1933.” Sales & Marketing Director, Andrew Calabria.
“The brand story of the Prohibition era is compelling and we all agreed that strong packaging was
required to really tell the story,” Sales Director, Andrew Calabria. “The bespoke matte-black wine
bottle, has gone against all traditional wine bottles, which is bringing something new to the industry.
The proprietary bottle took over three years to develop with multiple trips to Europe to finalise the
product specification. It is unique and probably not everyone will agree but our aim was to shake up
the wine category and create something different in the market.”
“It changed the wine industry and opened the door for innovation, essentially wine was reborn,
and it created great wine brands which are still impacting the wine industry. Without Prohibition,
winemakers would not have explored styles such as Fume Blanc or White Zinfandel. From the great
era of the roaring twenties, Prohibition gave rise to the notorious ‘Kings of Prohibition’. During this
dry period myths were born and the stories of bootleggers; such as Al Capone, Bugsy Siegel and
Lucky Luciano, who became infamous and set the path for wine distribution around the world.”
“I truly believe that telling the story of winemakers and terroir is important, however, it is easy to get lost when the rest of the world are telling the same stories. Kings of Prohibition is less complicated, the brand tells a story that is significant in the history of wine, while still delivering high quality wine.” Andrew Calabria.

BRIEF OBJECTIVE
To develop a wine brand reflecting the ‘Kings of Prohibition’, which is to be screen printed onto a 750ml matte black, unique wine bottle developed by Calabria Family Wines (refer to sample) attracting millennials drinkers.

TARGET AUDIENCE & RETAIL CHANNELS
Millennial consumers looking for a unique experience compared to that of a traditional wine.

OVERALL DESIGN STYLE & INSPIRATION
- American Gangsters
- Tattoo elements while still maintaining crisp/premium aspects.
- Roaring 20’s, Art Deco, Great Gatsby
- Unique bottle designed by Calabria Family Wines (matte black, size – whisky bottle style)
- Brand name to be a main focal point and standout: KINGS OF PROHIBITION
- Colouring: Black, Gold, Rustic tones (mindful of printing costs with lots of colours)
- Each varietal to have their own ‘bootlegger’ story