“Why CRAZY ROWS? Because the old vines from which the grapes that make these wines grow are not planted in orderly rows like modern vineyards, but rather like shrubs, without wires, in completely crazy and disorderly rows.”
That’s the story. Crazy Rows is a viticultural heritage project. It is part of “the effort of thousands of small producers who are trying to keep alive and rescue this living treasure of Chilean viticulture.” Doesn’t sound so crazy, does it? If anything this is a wine that would appeal to those with a deeper appreciation of winemaking. That consumer is unlikely to get past the “Crazy” branding. It has that appearance of prioritizing marketing over making.
Crazy Rows could have worked as the brand name. Expressed in a measured way with an intelligent approach to design it would invite thoughtful curiosity. Instead, the designers opted for this garish atrocity. Wild typeface and…what exactly is that background supposed to be? Tangled yarn? It contributes nothing to this brand story.
All that being said, it doesn’t mean this wine won’t sell well. Outside the realm of mental illness, “crazy” has a strange attraction for many people. Going crazy is just a way of expressing having fun. It’s the subject of many party anthem songs. That’s the connection Crazy Rows seeks to achieve. Clearly targeting the elusive and coveted younger consumer. Is that really the market for this wine and brand story?
It’s telling that Carignan—the grape varietal of this wine—is displayed quite minimally. Almost like it is the least important thing about the wine. This Chilean expression of the grape from Bisquertt Family Vineyards is impressive. The wine is simultaneously soft and intense. Crazy Rows Carignan scored 97 pts. at the Decanter World Wine Awards.
I’ve said it many times. The primary objective of packaging is to communicate the essence of the product. Crazy Rows is not crazy wine. It deserves better than to become just another empty bottle in the kitchen at a house party.
