Wine may be heralded as a sophisticated and premium product, but it seems an increasing number of wine labels are seeking to expand their reach by matching their liquid offering with newfangled and arty presentations, most recently exemplified by Kiwi winery Invivo. The label, founded in 2007 by Tim Lightbourne and Rob Cameron, has released a limited edition range of bespoke graffiti wine boxes produced by prominent Kiwi and British street artists, in a move to target a younger audience of wine enthusiasts.
The New Zealand designs have been created by artists from prominent New Zealand art collective, and two times world street art champions, TMD Crew (The Most Dedicated). A British range will be produced this English summer by East London-based group DWS (Da Wild Stallions). Those stallions have already put their spray cans to use, painting the boxes at a live art event hosted by Invivo Wines at London’s Morgan’s Refinery Bar.
This isn’t Invivo’s first dabble in local art, having previously partnered with the likes of Creative New Zealand, a range of artists, galleries and musicians. Its label was also created by Kiwi fashion house Zambesi.
Elsewhere in wine and art land, last year Cloudy Bay teamed up with stencil artist Hayley King, also known as ‘Flox’, who created a unique 3m x 2m mural to help launch Cloudy Bay’s 2011 sauvignon. Dick Frizzell has also produced limited edition wines and GrabOne enlisted the services of a Media Design School graduate to create a series of designs for a special edition wine to celebrate its first birthday. The winning design was voted for by GrabOne’s Facebook fans.