Analysis out of the box

Art and wine, wine and art

Analysis out of the boxArt & Business | Art & business | Wine is a separate entity, a unique product with significant cultural and symbolic significance. And yet the divine drink has real difficulty in finding image codes and meaning in line with its imaginary power. Brand strategy or otherwise, the link with art may turn out to be relevant and effective. Spotlight on three very unique cases.

La fontaine d’Aubigné © Claudio Parmiggiani/Aubigné-sur-Layon, 2008
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La fontaine d’Aubigné
© Claudio Parmiggiani/Aubigné-sur-Layon, 2008

The Château Mouton Rothschild label

A pioneer

In 1924, Baron Philippe de Rothschild commissioned Jean Carlu to create an original piece of art to decorate the labels for the bottles of that year’s vintage.
The desire to promote wine culture without using an image of the château proved to be a visionary and innovative approach. And although there was no immediate continuation, the message conveyed was that this exceptional wine was a timeless piece of art.
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Version française

La fontaine d’Aubigné © Claudio Parmiggiani/Aubigné-sur-Layon, 2008 La fontaine d’Aubigné, 2008 © Claudio Parmiggiani/Aubigné-sur-Layon La fontaine d’Aubigné, 2008 © Claudio Parmiggiani/Aubigné-sur-Layon Etiquette Keith Harring © Chateau Mouton Rothschild Etiquette  Ben © Jaja de Jau

La fontaine d’Aubigné
© Claudio Parmiggiani/Aubigné-sur-Layon, 2008

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