Barcelona, Spain, July 11, 2024 – Using a visual metaphor, and with the help of Al Caramba agency, Estal has managed to convey diversity, personalisation and richness of styles through human necks.
“Sommelier®: A Simple Beauty” is a way of narrating the diversity along the full spectrum of beauty using images, represented by human necks and mouths. The video uses images of people that, translated to the neck of bottles in the Sommelier® collection, show the capability of this collection to serve any type of wine: light, fresh, simple or robust, strong or sophisticated.
Estal, a leading manufacturer of innovative glass bottles for wines, has launched a unique communication campaign that transcends the boundaries of traditional B2B marketing in the glass sector. The new video, titled “Sommelier®: A Simple Beauty”, is designed to appeal to both wine brands and end consumers, by highlighting the importance of distinctive, high-quality packaging.
Sommelier® has achieved what we set out to do: to be a versatile bottle collection that works in any context. “Each brand can express its identity and communication through these bottles and present itself in its own way, may that be classical, romantic, organic, rock and roll or even futuristic” – says Marta Falguera, Marketing and Communication Director of the company.
This campaign gives an insight into the infinite possibilities that Sommelier® can offer. It reinforces the idea that with this innovation, Esstal has designed and patented The Sommelier® concept that draws a shape with a continuous bottle neck and mouth, creating a cleaner and more essential silhouette. This is a perfect combination of functionality and beauty, designed to appeal to end consumers who are looking for a unique experience in every bottle of wine they buy.
“We think about the future by imagining the needs of our customers,” Says Gerard Alberti, CEO and owner of Estal. “Our customers walk through their vineyards, discuss things in meetings and work to ensure that their product remains alive for many generations to come, after the first vine bears fruit. With Sommelier® we offer a world of possibilities, a collection that makes the difference between choosing a merely functional bottle or making a conscious choice, beyond beauty and uniqueness. A collection that is functionally beautiful and aesthetically distinctive, meaning that all communication changes completely without the need to alter the filling line.
With Sommelier®, Estal does not want to tackle for a specific winery or style. This new approach eliminated the need for a specific vineyard profile, making the design the captain and innovation the crew in order to make the journey worthwhile. We conducted a speculative design exercise, applied self-criticism and forced ourselves to unlearn in order to rediscover a wine bottle as something completely new.”
Estal has created a collection of bottles that are, in their own beauty, a clear statement of intent: wine bottles whose aesthetics and visual perception seems to have greater weight and presence than others in the same category, while being produced with a reduction in weight, resulting in a positive impact on sustainability. Art, beauty and innovation: the perfect excuse for the team to improve the customer experience without changing the vineyard’s production line.
“More innovation in exchange for everything remaining the same at our customer’s business,” adds Gerard Alberti, “With Sommelier®, we offer wineries a tool that not only attracts their direct customers, but also the end consumer, who is looking for a product that stands out on the inside and the outside.”
Estal has been a pioneer in the design and manufacture of innovative glass bottles for more than 30 years. With a constant commitment to quality and creativity, it works with some of the world’s most prestigious wine brands. These inl cude: Torres Family, Ramon Bilbao, Symington, Pernod Ricard, Accolade Wines, Codorniu, Terraveccia, Pago de Capellanes, Columba Bianca, Martin Codax.
