The Brief

Lebanon has diverse landscapes with rich agricultural and wine heritage. For over a decade, IXSIR has celebrated this shared love of land and its harvests by developing an eco-conscious culture of care and nurture, producing one of Lebanon’s finest wines. IXSIR puts a great amount of attention and effort into growing, treating and fermenting their grapes. Every year, the winery releases a limited edition wine bottle to honor the pillars they achieve in addition to their rich terroir –– one of which is at an 18000m altitude, the highest in the Northern Hemisphere. We decided to focus on this little known and exceptional practice and highlight the long journey the grapes go through to become the wine people enjoy.

The Solution

IXSIR collects extensive climate conditions for every harvest. We used algorithms and math to mine the annual data of one terroir, gathering thousands of numbers about the three main elements that shape the taste of wine. We made this data relevant, using it to drive the creative process and outcome. We gave the numbers voice and let the bottle tell its own story by turning the data into a strong design fueled with narrative. The 6,904 pieces of information we gathered were used to create an infographic that illustrated the average monthly temperature, precipitation and direction and speed of wind for the Batroun Heights, 2012 vintage. This visual information was then meticulously silkscreened onto a limited series of bottles. The collectors’ piece was made available for purchase in traditional points of sale and various specialty boutiques across Lebanon.

The Result

IXSIR broke a personal record, selling 85% of the Grande Reserve Limited Edition bottle in six weeks, during a time when FMCG sales were heavily impacted due to political instability and economic crisis in Lebanon. The sophisticated bottle was distinct and stood out from other brands’ end-of-year POSM clutter, accentuating IXSIR’s brand awareness, visibility and trial rate. On and offline conversation buzzed with excitement about next year’s version and the story it would tell, with many people keeping the bottle as the first of many collectables to come. IXSIR established itself as the national wine that celebrated its heritage, braved its story and encouraged its consumers to tell their own. Data driven design set the bottle and the brand in altitudes beyond.

Check out more Ixsir limited edition bottles