• by Fern Siegel , May 16, 2024

The wine industry has a storied history. But in the 21st-century, the creation of new lines can come from unexpected sources.

Ö-61 invites drinkers to "uncork a new source of inspiration" and, as the tagline suggests: "Get INKspired."

Viña San Pedro Tarapacá (VSPT) Wine Group, a South American company, has formed a partnership with noted tattoo artist Ami James for Ö-61, its new tattoo-inspired wine.

The Ö-61 name derives from Ötzi, a 5,000-year-old mummy. Determining who he was and how he lived was revealed by the 61 markings on his skin, the oldest tattoos on historic record.

Given its unusual provenance, the wine's campaign has a specific target. "Our consumers are urban creators, culture savvy, extremely active and social — always willing to try new things with others, as long as it reflects their personality," Roberto Catalani, vice president, marketing at VSPT U.S, told Agency Daily.

"The U.S. boasts one of the highest rates of tattooed individuals globally, and our aspiration is clear: to become the wine of choice for this vibrant community. We want Ö-61 to be the perfect companion for their special moments, a wine that resonates with their passion for tattoos and wine," he adds.

Simplicity is the ad agency responsible for the creative.

The work launches across multiple digital platforms, including Instagram, YouTube, Facebook and Google.