ABOUT

With just 1,080 bottles produced, this wine is indeed a “Limited Edition”. This one-off wine was made to celebrating 50 years of winemaking, using wine from the exceptional 2014 vintage. Our client wanted Wakefield The Legacy to represent the very pinnacle: not only in its winemaking, but also in its presentation.

As a modern wine company that has always been innovative and forward thinking, it was important the packaging reflected this, as well as the three generations of family that have run this significant Australian wine company.

At a $USD650 pricepoint, the packaging design needed to exude uber luxury premiumness. It needed to appeal to consumers that have a high involvement with wine. These consumers enjoy treating themselves and consider wine to be their indulgence. They are very discerning in their selection of wine having a high level of knowledge of wine history, regions, varietals, methods and winemakers. They have great pleasure in exploring and adding to their wine collection. They buy wine regularly and have a high spend per bottle. Therefore, the packaging must promote the premium quality of the wine impactfully to this discerning audience.

One of the key distribution channels would be Duty Free, and so the secondary target audience for consideration will be people looking at gifting solutions for family and friends – especially in the key market of China. Therefore the product packaging needed to be eyecatching in store, appear of a high quality and be reflective of the price point.

Using a sleek, reverse tapered bottle, the wine is housed within a bespoke highly-polished metal sculpture. Three slightly twisting pillars, engraved with the signature from each generation of the family and representing the upward growth of vines, cradles the bottle. When eventually the wine has been enjoyed, the sculpture remains as a stunning object d’art.

Glimpsed through the sculpture is the bottle adorned with the Taylors / Wakefield logo of entwined seahorses, which were crafted by a master jeweller, in sterling silver and rhodium. An innovative tamper-proof NFC label has been applied to every bottle to reassure collectors of authenticity as well as to record and track each individual bottle’s cellaring history. The device is carefully concealed and protected by a bespoke over-cap which can be removed when a hidden pin is released.

The entire package is housed in a Japanned timber case complete with information booklet and a certificate of authentication, signed and hand-numbered to emphasise the limited quantity.

Mitchell Taylor, Managing Director, Taylors / Wakefield Wines, says: “We wanted to celebrate our 50th anniversary by creating a wine that embodies our heritage and our vision for the future. A new world wine inspired by the great wines of the old world that would become a true family legacy. Denomination’s work communicates that we are producers of some of the finest wines in the world. The care and craftsmanship over a four-year period – engineering details, solving incredibly complex problems with elements that, to the eye, seem so refined – has been a great challenge, but the results speak for themselves.”