When you think of wine from the US, what states come to mind? California of course. Perhaps Oregon and Washington. New York? Not as likely. Yet the Brotherhood Winery in New York State claims to be the oldest American winery having been established in 1839. The label for this particular wine is cut in the shape of the state.
Although the history piqued my curiosity, it was another element of this label that really grabbed my attention—the renowned I Love NY logo that dominates the face of the label. As a designer, I’m very sensitive about trademark rights. I immediately wondered if this usage was with permission.
It turns out that not only is the logo used legally, but the product is also a promotional vehicle for state tourism. The copy on the back label segues skillfully from the proud history of the winery and native fruit, to an expression of the wine as a representation of the land and culture. It identifies the winery’s location and includes a pitch for local tourism. There are three website links on this label—one for the winery of course, one for the Hudson Valley region, and the obvious I Love NY including a repeat of the famous logo.
The I Love NY tourism campaign was introduced in 1977. Few have been as successful. Many people do love New York. They know this logo and can sing the jingle. They love The Big Apple, Niagara Falls, and the scenic recreational areas across the state. This label sparks that connection. It conjures experiences past and dreams of future travel. Add a historic winery to the attraction list.
Will you love this wine? It may not be as compelling as the slogan but it is as unique as its origin. Cue Frank Sinatra or Jay-Z and give it swirl.
Do you love NY? Enough to try this wine? Let me know in the comments below.
