The wine brand Bodegas Vihucas wanted to connect with new audiences that more recently became of legal drinking age, and it enlisted the creative agency 'MANI Diseno estrategico' to help construct branding that would target those younger audiences.
The creative agency decided to turn the wine brand's 8 TICKETS beverage into a game, in order to make the process of drinking it more of a playful experience. The label features a subway map on it, along with instructions on how to play the game. It also allows players to "build the memory of the moment by drawing, pasting stickers or writing."
The 8 TICKETS drinking game wine label is able to accomplish its goal of addressing the preferences that Millennials tend to have when it comes to their consumption habits – favoring experience over the product itself.