Sophisticated bons-vivants prefer their social lubrication “Extra-Dry”

OBJECTIVE
To reposition a brand in a flagging category – sherry. Our insights revealed a new way of looking at the drinks market: Sweet drinks (such as wine and beer) are social. Dry drinks (such as spirits) are consumed alone/at special times.

OUTCOME
We created a new bottle, a new identity and a new drinks category – extra dry white. We repositioned the brand into this new category with an advertising campaign around ‘in jokes’.

Bespoke bottle & brand identity

Outdoor

Press

Press

Postcards