Bloody Good Wine is Marketed to Anti-Connoisseur Consumers

In general, a shopper will come across the vino shelf displaying labels that strive to assert the quality of the beverages within. Bloody Good Wine packaging begs to differ. This project presents one of those rare occasions when an item is made to look unappealing in order to appeal to a specific fringe demographic.

Students Chase Farthing and Cameron Sandage took up the task of marketing the sophisticated fermented grape drink to college boys, typically uninterested in stemware as party accessories. Merlot, chardonnay, pinot gris and zinfandel were all hence relocated to beer bottles with hybrid cork-cap tops and fit for single servings. To further dispel the stigma that vino is stuffy, Bloody Good Wine packaging was branded with bold text-only labels that mark the concoctions as “cr@ppy,” “sh!tty” and “b?tching.”