WPA Pinfold


Our Nova Scotian client Muwin Estate had already developed a range of low-alcohol ciders and recognised an opportunity to break into the low alcohol wine category, which is in significant growth. There was a need to establish a place in a new and developing category, whilst also educating the consumer and communicating authenticity.

The market was split between both younger drinkers who were experimental and rejecting of alcoholic drinks and more traditional drinkers who wanted a low-alcohol option, without trading down on quality or having an inferior experience.

The strategy was developed around the exuberant enjoyment of life (joie de vivre). Targeting the new generation of conscious drinkers across Canada and the USA. Our award-winning brand and packaging design was created to communicate: vibrancy, freshness, energy and premium values.