Retro design trend sweeps wine and spirits world

Wine and spirits brands are dipping back into their archives to communicate their history and heritage in response to a recession-led consumer desire for authenticity. As reported on db.com, Kevin Shaw, owner of design agency Stranger & Stranger, has seen a surge in demand for retro labels from clients including Jack Daniel’s.

“Retro says authenticity and harks back to a time when things were made with care by hand,” said Shaw, whose retro design for The Kraken Black Spiced Rum has been hugely well received. Housed in a Victorian flagon-style rum bottle with glass loop handles, the label features a monstrous squid swimming up the side. “Kraken is killing it. They have an online store where you can buy Kraken shower curtains, wallpaper, lamps, even Eau de Kraken perfume – I’m sure it’s all down to the old school charm of the brand,” Shaw said. 

Sherry brand González Byass started the retro trend two years ago, when it delved back into its archives to re-release the first ever Tio Pepe label on its limited edition Tio Pepe Fino En Rama line. This year’s En Rama, due to go on sale later this month, features a vintage Sherry label from 1857. The company continued the retro theme with its Palmas range of aged finos, released late last year.

“We went for retro labels because both En Rama and Palmas were resurrections of products that featured on our price lists in the 1800s,” said González Byass marketing manager Jeremy Rockett, adding, “the labels have been so well received they have almost become the message of the wines.”

Capitalising on the retro trend, Plymouth Gin has had a historical revamp, ditching its Art Deco skyscraper bottle in January in favour of an embossed flint glass bottle modelled on its original 18th century shape created by design agency Design Bridge. “The previous bottle failed to communicate the brand’s heritage, which is a major part of its DNA. We needed to bring the heritage back to the packaging,” said Paco Recuerdo, international brand director at Plymouth owners Chivas Brothers.

Legendary filmmaker-turned-winemaker Francis Ford Coppola has also borrowed from the past with his 3-litre “Carmine” wine jug. Named after his father and featuring sheet music written by him on the label, the jug is inspired by those stocked in Carmine’s cellar where Coppola would play as a child. 

Coppola releases first Inglenook since 1964

Filmmaker-turned-winemaker Francis Ford Coppola has released the first wine bearing the Inglenook label since the Napa Valley estate was broken up in 1964. As reported on db.com, a year ago, Coppola successfully reclaimed the Inglenook trademark so that his Rubicon Estate in Rutherford could revert back to its historic original name. At the same time, he hired winemaker Philippe Bascaules, previously of Bordeaux first growth Château Margaux, as estate manager and winemaker, with Stéphane Derenoncourt continuing as consultant winemaker for the estate.

Inglenook was founded in 1880 by Gustave Niebaum, a Finnish sea captain who used his enormous wealth to import the best European grapevines to Napa. The estate’s 1941 Inglenook Cabernet is considered one of the greatest Californian wines ever made. When Coppola first purchased part of the famed property in 1975 with his wife Eleanor, the Inglenook estate had long since been broken up and its name sold off. The Coppolas spent the next twenty years reuniting the vineyards and restoring winemaking to the historic estate.

The new retro label, designed by a retired US Mint artist, is almost an exact replica of the Inglenook Cabernet label from the late ‘50s, featuring the façade of the estate. The choice of the 2009 Cask Cabernet as the first wine to bear the new label is fitting. Cask Cabernet is a tribute to the Inglenook Cabernet Sauvignon of the John Daniel, Jr. era during the ‘30s and ‘40s that spawned many of Inglenook’s greatest vintages ever produced. “When I tasted the 2009 vintage, I recognised the incredible potential of this property and understood Coppola’s desire to bring the quality of the wines to their fullest potential,” said Bascaules.

In keeping with the trend for authenticity reported earlier this week on Wine and the City, Inglenook’s estate wines will also return to their historical labels. The 2009 Cask Cabernet will be available in the US and other international markets in two weeks. In addition to the Cabernet Sauvignon, Inglenook is also planted with Zinfandel, Cabernet Franc, Merlot, Petit Verdot and Syrah, along with three hectares of white Rhône varieties that produce the estate's flagship white, Blancaneaux.