Baseline
The small but fine Al Mulinetto winery is located high above Lake Maggiore in the Swiss canton of Ticino. Al Mulinetto produces an award-winning grappa, nocino and merlot. The products are a rarity on the Swiss market, as the number of bottles is very limited.
Solution
As Al Mulinetto has a very small marketing budget, our strategy is to achieve visibility through creativity. Under the campaign slogan ‘The fine art of drinking’, we have been developing artistic posters and adverts for several years. The posters attract a lot of attention in the media, at exhibitions or creative competitions and are popular among collectors.
Outcome
The contemporary art of drinking
In view of the newly available AI tools, the campaign slogan was further developed into ‘The contemporary art of drinking’ in 2022.
To visualise the idea of ‘Seeing how wine tastes’, a digital artist was commissioned to design Al Mulinetto posters in collaboration with artificial intelligence. Tasting descriptions by renowned wine journalists were translated into prompts for the artificial intelligence.
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