The Design
Brandhouse created an approach called Vino Voyage, built around a modern colour palette that codes wine by five moods: adventurous, relaxed, sociable, refi ned and passionate. Focusing on the sociable experience of drinking wine in All Bar One, the approach moves away from the muted colours and aspirational style of fine wine connoisseurship. The wine list became a wine-mood book, suitable for browsing, with stepped pages allowing all the moods to be seen at a glance. Supporting materials, include colour-coded bottle-neck tags and glass stem labels, which emphasise mood over colour, grape variety or origin, encouraging customers to experiment and making it harder to go straight to the default ‘second-cheapest’ on the list.

The Results
Vino Voyage represented an investment of £52,000 (Euro 76,500) for All Bar One and launched in April 2006. It not only increased the amount of money spent on wine, with year-on-year value growth doubling to more than 8%, the system also encouraged people to make long term changes to established habits. The average price paid for a bottle of wine at All Bar One jumped to 4.5% above the previous year’s prices, more than triple the 1% price growth before the launch, without raising prices across the range. And despite not setting out to sell more wine, volume sales, which had been tracking at 2.8%, rose to over 3%.

Silver
Print – Consumer