Chilean Viña San Pedro Tarapacá (VSPT) Wine Group has announced the launch of Ö-61, new bold and intense red wines sold exclusively in the United States.
As a wine for adventurous explorers, Ö-61 is a tribute to Ötzi, an iceman who lived over 5,000 years ago and was discovered to have the first tattoos in history, with 61 markings on his skin. As tattoos and wine are both centuries-old art forms, they unveil stories and are unique ways of expression.
In addition, VSPT Wine Group has revealed the Ö-61 Radical Ink Up Sweepstakes, in partnership with Miami Ink, whereby four lucky randomly selected winners will each receive a $1,000 value Miami Ink gift card to be applied toward their new tattoo art! From Sept. 1 through Nov. 30, U.S. residents ages 21 and over living in Florida or Georgia can follow @o61wines on Instagram and enter for a chance to win at https://radicalinkup.o61wine.com/.
The launch of Ö-61 wines will also feature a multichannel marketing campaign, including POS branding at stores with a QR code to enter for a chance to win, social media engagement focused on Instagram and YouTube featuring short videos of three people who had their tattoos redesigned at the famous Miami Ink tattoo studio, a radio partnership with iHeart Media and digital billboard ads on a high traffic Florida parkway.
"We wanted to create a portfolio of wines that is not only appealing, but also tells a story that resonates with consumers. We hope Ö-61 encourages them to express themselves and share special moments with others. We found that medium with millennials and their love for tattoos, and like wine, they are a great source of good stories," said Roberto Catalani, VP of Marketing, VSPT U.S.