Personally? Oh GOODY! Rosé is not a wine I would buy. That’s okay because surely I’m not the target demographic. It screams, “Hey Gen Z! Pick me!” The fresh, bright colours. The minimal design and absence of information (don’t make it confusing). The meme style typeface. It’s all about attracting the elusive young consumer.
You can’t blame the brand for the effort. If you read wine marketing posts, you’re aware that wine is in decline. The next generation of consumers has made alternative choices from craft beer and ready-to-drink cocktails to complete abstinence. Wine seems complicated and not much fun.
Oh GOODY! reaches out to a younger consumer and invites them to join the wine community with a simple, playful introduction that calls wallflowers to the dance floor. If they are interested in wine, this is a good starter. The back label copy sets the tone, “Live in the moment, let go of the everyday, and enjoy the simple, unhurried pleasures. Whether it’s the easy conversation that comes with a longtime friendship or the spontaneous summer gatherings in the neighbourhood, we’re here to celebrate the freedom of just being—keeping it simple, without any fuss.” It might be perceived as patronizing but at least it’s consistent with the packaging.
As a designer, there is one thing I love about this label. Notice that the point of the exclamation mark is also the accent for rosé. Brilliant!
As I stated at the top, this is not a wine I would typically choose. It is, however, worthy of commentary given its clear demographic targeting. My apprehension in making this choice was that the wine would be sickly sweet and undrinkable. What a surprise. This rosé is fresh, lively, fruit-forward and relatively dry. On further investigation, I discovered the wine is produced from estate-grown Cabernet Franc and Merlot grapes under strict quality regulations. It’s also crazy inexpensive.
Oh GOODY! might not be my style of label, but for those who respond to it, the wine turns a fun invitation into an enjoyable experience.
