In Good Taste Provides An Upscale, Wine Tasting Experience In Your Own Home
by Rudy Sanchez on 09/02/2020 | 4 Minute Read
Nearly half of Americans of legal drinking age spent $72.4 billion on wine. Yet, for such a large market, many wine drinkers are lost when it comes to choosing a bottle, especially those looking for something that has a consistent taste and somewhat regular availability.
Other consumers, however, relish the challenge of discovering a great wine. These consumers seek adventure by encountering many different kinds of wines and learning about their origins and characteristics. This can be a costly endeavor when it comes to buying a full-size bottle, making wine clubs offering single glass samples appealing, especially in 2020, when discovery and tastings in-person aren’t available to most under social distance mandates.
In Good Taste is a new brand that provides flights of single-glass samples of curated wines from around the world, with collections centered around flavor profiles. The company had previously focused on sourcing and bottling white label wine for the hospitality industry, but decided to pivot to a direct-to-consumer model, a near-genius move as wine clubs and subscriptions have become increasingly popular in recent months because of lockdown.
The firm brought in agency TRUFFL to build the brand from the ground floor. The challenge was to break away from the snobbier trappings from the world of wine and create a relatable brand that had more to do with the joy of discovery than swirling your glass just so.
“In Good Taste wanted to relaunch as a service that brought the wine tasting room experience to customers’ living rooms,” says Raphael Farasat, CEO & creative director at TRUFFL. “They sought a new company name and a new brand architecture that would allow them to launch a series of house brands. And they wanted to elevate their brand identity, messaging, and the meaning behind their company to match the top-notch wine on offer.”
Part of that meant getting the names right.
“Naming a wine brand is exceptionally challenging," Raphael explains. "Nearly any name we came up with had already been used, and the process took many months of discovery."
Each sub-brand gets grouped around similar flavor characteristics, which not only led to less consumer confusion as to what they were purchasing but also served as an inspiration for the labels, giving their customers some sense of what kind of wine experience to expect.
“Fortune Favors is a collection of bold, experimental wines. As such, we created a label and photography built on a theme of sorcery with a label shaped like a tarot card and photography set in an otherworldly atmosphere,” Raphael says. “La Pluma, which means ‘the feather,’ is a collection of light-bodied wines. Based on this theme, we created an intricate feather label that wraps fully around the label and produced photography that feels light, airy, and portrays a feminine elegance.”
Balance of Powers is a collection of medium-bodied wines, and the name comes from WWI. "We found an illustration of soldiers from different world powers holding up a globe and used that as inspiration for a custom-cut label of them holding up a wine grape," Raphael says. "Stealing Thunder is a collection of fruit-forward wines. Based on this name, we created a label based on pop art with a die-cut lightning bold tearing through the label. Photography built off this theme of weather, with raindrops and clouds creating a moody feel.”
Each glass bottle features a wide, round body with a long, skinny neck and glass cork. The bottles in the flights are 375ml, with larger 750ml bottles also available to maintain the feeling of a more conventional wine tasting.
“We used glass bottles to set us apart from competitors as we believed that serving wines in aluminum cans and other formats were gimmicky. We also felt using a glass bottle maintained a premium feel and experience akin to having a traditional bottle of wine,” he says.
In addition to providing flights of wine from around the world, In Good Taste also hosts virtual wine tastings via Zoom, bringing the experience of a good bucket spit-hang, the same one that you once found in places that closed due to the coronavirus outbreak, like bars, wineries, and restaurants, bringing that Peleton energy to boozing.