Gonzalez Byass:  Awareness Initiative

When you mention sherry, most people immediately think of stuffy Brits, grandma, and cooking. But sherry is a surprisingly unique, delicious and versatile class of wine – not quite red, not quite white. And with the explosion of interest in the wine category from Millennials, Gonzalez Byass' Chicago distributor saw an opportunity to create awareness and some loyal new followers. This concept was designed to engage young wine enthusiasts by going against the grain of their assumptions and expectations of sherry, helping them discover an exciting – yes, revolutionary – new alternative. (My role: Art Director, Designer.)

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The effort sought to inform and educate on the wide variety of sherry and its surprising versatility.