Rarely a day goes by that I don’t read about the challenges facing the wine industry. The narrative is consistent: younger consumers are turning away from wine in favour of craft beer and ready-to-drink cocktails. Compared to these competitors, wine communication, marketing, and packaging often feel stagnant. Many wine producers cling to the belief that the key to engaging younger audiences lies in education—assuming this demographic will come around if only they’re “properly informed.” They see no fault in their marketing or packaging. I strongly disagree.
The Coste a Preola Grillo label caught my attention immediately with its fresh and vibrant design. Amid a myriad of tired, traditional wine labels, this one stands out. While the imagery—a sun rising over rolling hills—leans on familiar wine label motifs, it’s reimagined here with bold lines and bright, contemporary colours. The result is a design that feels modern and inviting, promising an experience free from pretense or the need for a lecture on terroir. This wine’s message is simple: chill, open, enjoy.
Delving deeper, the label image is more than just a design; it’s an expression of place. The back label reveals that the “Coste a Preola name was chosen to identify the area where are growing the vineyards surrounded by the WWF Nature Park located in Mazara del Vallo, overlooking the sea.” There are also typical but useful tasting notes. “Intense with fruits hints and notes of almond and citrus fruits. Fresh and sapid. Ideal with vegetables or asparagus, seafood dishes and also grilled octopus.”
If you’re a fan of Pinot Grigio, you’ll likely enjoy Grillo from Sicily. The flavour profiles are similar, with this wine offering crisp citrus notes, plus a touch of peach, and an expressive minerality.
While Coste a Preola Grillo may not revolutionize the industry, its packaging achieves something that’s often missing in today’s wine market: modernity and approachability. It’s a refreshing reminder that change doesn’t have to be radical to make an impact.
