Brand
provenance matters to alcohol brands more than most other categories. Some
carry centuries of heritage which has evolved into its own folklore, while some
more modern brands come with a carefully constructed universe of influences.
Within the alcohol category, provenance is arguably most important in wine.
Back in
2009, Bodega Navarro Correas launched 'Arte por dentro y por
fuera' (Art inside and outside). Running across the Latin American region,
the idea of this campaign was that if Bodega Navarro Correas created the art inside the bottle,
then artists should have the chance to add their own creations to outside the
bottle. Localised for each market, this saw a number creative applications in
retail and on-trade environments, as amateur and professional artists were
invited to contribute to the creative project.
In the most
recent expression of 'Arte por dentro y por fuera' in Colombia. Alpha 245 do an excellent creative execution.
They
created a structure containing 1000 acrylic cells, with an automated robotic
mechanism that would fill them up with six different tints of wine. Using their
cell phones, people could select cells thanks to a flyer and order the robot to
fill it with wine. In the end, the completed “canvas” revealed Van Gogh’s self
portrait. See more in the video. Enjoy Wine Art!
