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Can a wine bottle make you smile?

With changing lifestyles and growing awareness of health and wellness, wine consumption in Italy is facing a gradual decline. The traditional habit of enjoying a glass of wine with lunch and dinner is no longer considered essential, and younger generations in particular show far less interest in regular wine consumption. While this trend presents a challenge for producers, it is not necessarily a negative development, as it reflects evolving consumer preferences and greater attention to wellbeing.

The wine industry, however, is actively searching for ways to reconnect with consumers, and the Girasasso Estate on the Maremma Coast appears to have found a creative answer. The winery believes that innovation and distinctive design can make a wine instantly recognisable, memorable, and emotionally engaging. Just take a look at their labels. Wouldn't you agree that L'Orso Brillo (A Tipsy Bear) is anything but ordinary?

Their bold approach has clearly captured attention. In fact, Girasasso's labels received the Best Design Award 2024 at Vinitaly, one of the world's most prestigious wine fairs. It is a striking example of how creativity, personality, and strong visual identity can help wineries stand out in an increasingly competitive market. Perhaps this is exactly the kind of fresh thinking needed to contribute to the revival and reinvention of the wine sector.

18 October 2026

18 October 2026

Can a wine bottle make you smile?

With changing lifestyles and growing awareness of health and wellness, wine consumption in Italy is facing a gradual decline. The traditional habit of enjoying a glass of wine with lunch and dinner is no longer considered essential, and younger generations in particular show far less interest in regular wine consumption. While this trend presents a challenge for producers, it is not necessarily a negative development, as it reflects evolving consumer preferences and greater attention to wellbeing.

The wine industry, however, is actively searching for ways to reconnect with consumers, and the Girasasso Estate on the Maremma Coast appears to have found a creative answer. The winery believes that innovation and distinctive design can make a wine instantly recognisable, memorable, and emotionally engaging. Just take a look at their labels. Wouldn't you agree that L'Orso Brillo (A Tipsy Bear) is anything but ordinary?

Their bold approach has clearly captured attention. In fact, Girasasso's labels received the Best Design Award 2024 at Vinitaly, one of the world's most prestigious wine fairs. It is a striking example of how creativity, personality, and strong visual identity can help wineries stand out in an increasingly competitive market. Perhaps this is exactly the kind of fresh thinking needed to contribute to the revival and reinvention of the wine sector.