The Canadian wine market is a busy place, and the tastes that preside over it are experienced, refined, and set in their ways. So, what are the odds of a new, high-quality sparkling wine edging its way onto the scene and gaining traction? Oh, and did we mention that the wine is only available in a can?
While wine in a can is not entirely new, the vessel was first adopted by mixed alcoholic beverages like wine and vodka coolers, keeping the packaging concept outside the interest of wine purists, and positioning the products before a specific class of consumer.
In order to override negative preconceptions about Origin Aromatic Sparkling Wine, but also to develop a marketing and packaging strategy that would include the audience of established wine drinkers, but also embrace new audiences, we saw a clear opportunity to position Origin as an elite, alternative wine product.
In writing the product strategy, the slim 250ml can was not an obstacle to overcome, it was evidence of the creativity and courage that drives the team behind the Origin product, Genesis Wine Group.
Genesis Wine Group is an unusual—but deliberate and brilliant—collective of international winemaking minds. The company was designed to bring together four entrepreneurial oenophiles to create and develop new wine products to disrupt the industry. Two of the members have extensive Chinese and Korean business, import/export, and viticulture experience, while the other two, German-Canadian members are the owners of Between The Lines Winery in Niagara-on-the-Lake, Ontario, and offer winemaking and wine economics backgrounds.
The experience and market insight of each member would ultimately blend to form a demanding brief—to design packaging that would connect with both Canadian and Asian consumers, while respecting the cultural values specific to both markets, with particular focus on the defined consumer behaviours and beliefs surrounding colour and design. As colour is of particular significance within the Asian market, and the meaning of certain colours is not only significant, but often at odds with North American colour theory, original design prototypes were simplified to a primary palette of two colours, gold and white.
The logo is strong, bold, and modern, with centrist gender markings, and uses graphic elements based on bubble formations referencing the effervescence of the product. Ligatures within the word mark evoke the culture of the drink, perfect for sharing and promoting dialogue among wine enthusiasts.
Origin has been approved to hit shelves at the LCBO in July, and as three cans of Origin are the equivalent to one 750ml bottle of sparkling wine, the wine will be sold in packs of three.
The packaging design for the LCBO features three cans of Origin with an open aperture to show the unique design and lustre of the cans inside. The packaging also offers insight on how to enjoy Origin, including a signature recipe for the Origin Blood Orange Mimosa.
In January, Origin made its debut at IDS2016, Toronto’s Interior Design Show as a food and beverage partner for The Party, the biggest industry party of the year with over 5,700 guests. Origin was poured to a discerning crowd of Canada’s most prolific designers in both the tradehall and the VIP lounge. The success of the wine was astonishing, with the Genesis team rushing back to replenish their stock halfway through the evening.
The product even earned one of just 100 Love tags from Designlines magazine as one of the most innovative of the thousands of new, design-forward products for Design Week.
Greg Wertsch, founding member of Genesis Wine Group and owner of Between The Lines Winery describes the reaction to the product like this:
“It’s hilarious, really. Most oenophiles and critics approach the product with skepticism, but then they taste it. And they love it.
We knew Origin would have to win over the minds of its audience. But we also knew it would, because we are a part of that audience, and the wine establishment. You can actually watch their surprise on their faces as Origin hits their palates. “Genius” is a word that’s thrown around a lot…
If it’s any indication, Origin has already won a silver medal and heads into its first season with confidence.