Rockrose Wine Spritzers
In early 2021 Luckett Vineyards of Annapolis Valley, Nova Scotia, approached me to help brand and market their yet-to-be-named series of canned wine spritzers. While very little was known about the spritzer series identity at this point, they knew that they wanted to use it as a way to tap into a demographic that the vineyard hadn’t fully cracked yet. A canned spritzer is casual, portable, and requires no knowledge about wine to enjoy. There’s no vintages or varietals to confuse and intimidate potential consumers. This drink is perfect for a young, social crowd and now we just had to market it as such.
We developed a brand identity, a mission, a vision, a position. We determined we need to highlight convenience. It needed to feel authentic, approachable, and youthful. It needed to express health and eco consciousness. And we needed to express front and centre that it is 100% Nova Scotian.
We landed on the idea that this canned beverage, as convenient and portable as it is, pairs perfectly with the small moments of joy in life we often overlook. I translated this idea into a name and packaging by covering the label with these little creatures and objects beauty that can be found across the Annapolis Valley. A vibrant blue jay feather found on the ground, a stunning sea shell from the Atlantic Ocean, a tiger swallowtail butterfly fluttering about, and of course, Rockrose, a unique flower that is only found in one place in Nova Scotia: the Annapolis Valley.
Look for Rockrose at your local NSLC or specialty store, or of course at Luckett Vineyards in Wolfville. And keep an eye out for exciting new Rockrose flavours and merchandise!