There’s a story in those eyes. Fortunately, it’s a story that’s well-told on the back label.
“Tayu, which means “Ours” in Mapudungun, is brought to us to celebrate Chile’s indigenous roots through an honest collaboration between the Buchahueico community and San Pedro winery to harness their intimate knowledge of the soils and craft a Pinot Noir that truly expresses origin.”
In a single paragraph, they have managed to explain the meaning of the wine name, the partnership between the brand and indigenous community, and the exploratory process of their winemaking. It’s very compelling and exactly what socially conscious consumers respond to.
The story behind the wine is powerful but not as immediately impactful as the front label. This is an image you might expect to see on the cover of National Geographic. The detail is incredible and enhanced even further with multiple finishes. The wrinkles in the person’s face are accented in raised black ink. Two metallic finishes are employed. Silver in the headpiece medallions and gold in the detail on the left side of the face. The gold is also used for the product identity.
The enclosure does not include the usual capsule. In its place, there is a strip of tape that covers the cork. The tape is adorned with an indigenous pattern that frames the words Pinot Noir. If there is anything to criticize about this packaging it’s the challenge of discovering the grape varietal. In addition to the strip, you’ll only find that information in small type running up the side of the front label and on the back.
The wine itself is a refined style with bright cherry flavours and earthy, herbaceous overtones that give credence to its origin story. The expression of terroir connects naturally with the packaging.
Does authentic cultural imagery engage you? Let me know in the comments below.
