Droplet

A lower alcohol range to appeal to a younger consumer who is leading the charge in reduced drinking. The younger consumer is becoming more focused on health and wellbeing.

We set out to create a point-of-difference to the current low/no alcohol wines available, some looking very traditional – Giesen, McWillams. We didn't want to take the brand too seriously to appeal to a younger consumer.

This lower alcohol range for Warburn Estate is fresh and light. The label shape speaks to the brand name as well as creating a visual difference to its competitors on the shelf. The pastel colours are reflective of the lighter alcohol offering and the drops of gold foil create a tactile interaction with the consumer. The impact of the printed cap immediately grasped the attention of trade and consumer alike. Design Energy also created the tagline to support the brand story – droplet…just a small drop.

Our clients trade contacts engaged with the brand immediately resulting in orders well before release. With the success of market impact in its first year, there are plans to increase production with this vintage.