The winning label on our new irresistible wine is…

The winning label on our new irresistible wine is…

More than 117,000 Co-op Members have joined in to help choose the label design for bottles of our new Co-op Irresistible Chilean País wine, which will launch in Co-op stores later this year.

Choosing the concept

We know our customers love our Irresistible wines and were keen to introduce something new into the range. We asked one of our long-standing suppliers to work with us on this and shared a video from the vineyards introducing a new wine from an usual grape called País.

Working with our resident wine expert and Co-op Wine buyer Sarah Benson, we created three different themed mood boards to reflect the history, origin, and personality of our new Co-op Irresistible Chilean País wine that we could base our wine label on.

We asked members to tell us what they thought of the concepts – detailing what they liked, and didn’t like, about each. And more than 52,000 of you got involved.

The first concept focussed on the history – The Communion wine story…

The second on the vines and landscape – The old vine and Chile Provenance…

And the third around the social history and culture of the wine – Sociable wine…

Voting for your favourite

Based on members’ feedback, our creative team got to work on conjuring up three potential label designs, which we then put back out to members in December.

We explained the inspiration behind each label design and asked members to choose which they liked best. More than 65,000 of you joined in with our quick poll to vote for your favourite.

The Abstract Label

Playful and bold, the Abstract Label depicted vine leaves and grapes in an organic but contemporary way, using shape and colour to communicate the flavour and depth of the wine. Reflecting the old vines in the label was a huge win with members and the elements of the provenance and nature were themes that were strongly endorsed too. 

The Stained Glass Label

Members liked the stained glass concept which gave way to bold, vibrant colours. The idea of highlighting the history of the wine and linking it to the vines on the label with a modern feel appealed to them.

The Typographical Label

Members told us the concept of sociable wine and sharing was something they’d like to see highlighted on a wine label, so this modern and playful Typographical Label celebrated the act of drinking wine with friends and family.

Which design for our new wine?

Co-op Members were split when it came to helping us decide which label design they’d most like to see on our new Co-op Irresistible Chilean País wine, with the Abstract Label and Stained-Glass label tying for the win at 40% of the vote each. 

As both of these label designs were popular with our members, we have decided to work up the Stained-Glass label into a final design, incorporating some of the amazing feedback members have given us. 

Members’ exclusive taste test

In December, we invited a small group of Co-op Members who joined in to have their say on our label design to an exclusive wine tasting session at our Manchester office. At the event, members were able to sample the Co-op irresistible Chilean País for free, and write their own tasting notes, which could appear on the label of the bottle.

Here are just some of our members’ thoughts and comments:

“The Chilean País is bright and doesn’t disappoint. It really bursts onto the tongue. It has a slightly smoky flavour and reminds me of damson darker berries and cherries. There’s a freshness to it, which is pleasant and not something you usually associate with a red wine. I would be happy to drink it alone or enjoy it with some cheese. It could equally go well with a steak dish or something lighter like a salad.”

Jonathan Willson, Salford

“I really liked the taste. It has a lovely smoky flavour that reminds me of chipotle. While I would normally go with something a little heavier, this wine is quite light and I can really picture it going well with the foods I cook, particularly a black bean chilli.”

Kyoko Rathmell, Prestwich

“I liked the fact that the País wasn’t what I expected a red wine to be. It’s much lighter and is very drinkable. I like the fruitiness and I definitely get a hint of cherry. It’s very fresh and zingy on your tongue. I’d pair it with snacks like cheese or olives.”

Sarah Baxter, Manchester

“It’s quite a light wine, something you could drink on its own as a day drink quite easily. For me there was a subtle smoky flavour with a hint of tobacco. I’d imagine serving it with chilli con carne.

Dan James, Manchester

What’s next?

We have been overwhelmed and hugely grateful to the thousands of members who joined in to give us their thoughts on our concept and label designs.

Your comments will really help us shape the look of our new Co-op Irresistible Chilean País wine bottles as we aim to give this special wine some extra shelf appeal when it launches in stores this summer.

There are always opportunities for Co-op Members to get involved in shaping our Co-op. You can Join In by logging in to your online Membership account.