Challenge

Elevate a cherished tradition.

The annual reveal of Robert Mondavi Winery's Reserve Cabernet Sauvignon drives excitement and sell-in among luxury sales and trade. Each year, we create a unique launch kit to match the evolution of the brand. As we marked the wine's 50th anniversary, we wanted to make it even more special.

Approach

We paid homage to the winemaking process.

Each launch kit is designed to reflect the patience and skill required to make The Reserve Cabernet Sauvignon. The complexity of the wine is mirrored by the kits’ refined production techniques and materials, including hand-stitching, elegant paper stocks, and subtle foil touches.

Where vintage and modern meet.

Like the winery, vintage after vintage, the launch kit marries tradition with contemporary style, signaling an exciting new release grounded in a long history of achievement.