The Self-Awarded Wine

An in-store campaign that gave everyone the chance to award an unpretentious wine with their own choice of awards.

Wine Awards have become the easy way to choose wine, but wine should be about individual taste and shouldn’t be influenced by a panel of “industry experts”.

So we created our own awards as a dig at the industry.

Silver LOERIE Award Winner

We mimicked the style of
existing awards by printing
fake accolades on ornate

A peelable sticker card hung from the neck of our wine bottles and allowed our
easy-going wine drinkers to award their own wine and have a bit of fun
with their connoisseur friends.

Our awards put the decision back in the hands of everyday wine drinkers
and, importantly, it got our client’s un-awarded, everyday wine noticed by
those who would never have considered it.