Weingut Knipser: Ageing Wine Bottles

Credits & Description:

Title: Ageing Wine Bottles
Agency: Korefe
Brand: Weingut Knipser
Country: Germany
Advertising Agency: Korefe, Hamburg
Entrant Company: Kolle Rebbe, Hamburg
Media Agency: Kolle Rebbe, Hamburg
Pr Agency: Kolle Rebbe, Hamburg
Production Company: Kolle Rebbe, Hamburg
Additional Company: Kolle Rebbe, Hamburg
Design Agency: Kolle Rebbe, Hamburg
Editing: Christian Hilfinger (Kolle Rebbe Gmbh)
Copywriter: Bilitis Kruse (Kolle Rebbe Gmbh)
Camera Assistant: Mariano Fuchsberger (Dirk Weyer Photography)
Production Manager: Martin Lühe (Kolle Rebbe Gmbh)
Designer: Patrick Schröder (Korefe)
Post Production: Tommy Szewczuk (Kolle Rebbe Gmbh)
Creative Director: Lorenz Ritter (Kolle Rebbe Gmbh)
Editing: Alexander Hildenberg (Kolle Rebbe Gmbh)
Photographer: Dirk Weyer (Dirk Weyer Photography)
Executive Creative Director: Rolf Leger (Kolle Rebbe Gmbh)
Chief Creative Officer: Stefan Kolle (Kolle Rebbe Gmbh)
Account Supervisor: Jana Bier (Korefe)
Creative Director: Ursula Ritter (Kolle Rebbe Gmbh)
Execution:
Encasing an entire wine bottle in copper is a new way to combine materials. The casing receives the aroma of the wine, since it is completely opaque. By engraving the specially designed logo, it becomes a weather-resistant label. 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.
Strategy:
The “CUVéE XR” packaging produced an attention-grabbing wine bottle that impressed not only wine connoisseurs but also design lovers.
Outcome:
“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.
Campaign Description:
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.
Synopsis:
The superior quality winery Knipser is one of Germany’s best wineries. In the 2012 top vintage they produced a Cuvée XR from the varieties Merlot, Cabernet Franc and Cabernet Sauvignon which was bottled in 2015. This wine will be of optimum maturity between 2016 and 2026. So for the first time they wanted to design packaging for a period instead of a point in time.