To beckon means, literally, to summon. Beckon represents the passionate calling felt centuries ago by the earliest Spanish missionaries of California who introduced wine grape cultivation to the Santa Maria AVA – the source of this Pinot Noir. This clear, rich and brilliantly complex wine is the result of efforts by subsequent generations of winegrowers in the region, who strived with each harvest, to perfect this delicate varietal. The label itself speaks to the alluring beauty of that appellation, with gold-foiled illustrations depicting the native flora and fauna unique to that region. The bottle’s vintage feel honors California’s early winegrowers who first heard, and answered, the call to create the some of the country’s finest Pinot Noir.
As a premium wine, we sought to create a look that felt opulent, yet told the heritage brand concept story. The elements feel weathered and tested, yet polished and refined. Production techniques such as golf foiling and a sculpted emboss gives the bottle depth and materiality.
The final execution was well received by both the client and the customer. An extension of the line into other price tiers is in the works based on the commercial success of the bottle.