B.C.’s Church & State winery had a problem.
It was entering its second decade of business and had built a reputation for making good wines. It wanted to double production and start a secondary brand. The winery’s image, however — at least, as it was conveyed by its labelling — was stolid and unremarkable.
John Pullen, Church & State’s marketing manager, approached Brandever Marketing, a Vancouver design firm known the innovative labelling it did for some of the province’s wineries. Brandever came back to Church & State with a concept that would come to be known as the Lost Inhibitions line. The labels would do the talking, that is, if the label had a little too much to drink.
There would be a series of them, with each bottle sporting a different message in bright block lettering, some of which would be relatively tame and conversational, and some of which were such that you’d have to send the children out of the room to read the labels aloud.
The Prude Series are the wines you’ll likely find carried at the BC Liquor Stores, and a lot of the messages are the buzzwords and phrases of everyday conversation, like:
“You Didn’t Hear It From Me”
“Just Get Over It.”
“She Said What?”
“Shut The Front Door!”
“You Better Delete That”
“Wow, That Came Out Wrong”
But the Lewd Series, found at a number of private liquor stores, leaves a more tart taste in the mouth. Some of the labels have to employ a lot of asterisks and hashtags:
“Be Naked When I Get Home”
“You Bet Your Ass I Will”
“S*** Will Hit The Fan”
“I Wish I Had More Middle Fingers”
“I Love It When You Shut Up”
“I’D Shave My Legs For You”
“You’re Very Very Very Bad”
“I Almost Give A F***”
“Take It All Off”
“F#ck the Neighbours”
“Hashtag this Mother F#cker”
You can sample wines from Church & State Winery at the upcoming BC Uncorked Wine Festival in Port Moody on Saturday, May 30th. Click here for details on the tasting.
To read the complete original article on the Prude and Lewd Series, visit the Vancouver Sun online.
Article Credit: Pete McMartin, Vancouver Sun Columnist