Luxury & Brand Management M.F.A

Premium wine brands often lose their narrative in the visual clutter of retail shelves. The heritage, craftsmanship, and meaning behind each bottle are overshadowed by the sheer volume of competing labels, reducing premium wines to just another product. This problem is amplified for younger, wellness-focused consumers who drink less wine and lack context or guidance when purchasing.

The Reserve was created to address this gap. Our goal was to bring clarity, storytelling, and education back into the wine-buying journey by elevating premium wine beyond shelf placement. The concept reframes wine as a curated, intentional experience, grounded in heritage and supported by thoughtful design and consumer-friendly touchpoints. By reintroducing story, culture, and craft at every interaction, we aimed to reconnect customers to the meaning behind each vintage and inspire a more informed, engaged relationship with wine.