Vice – Vodka Icewine Martini

Vineland Estate Winery Brand and Package Creation



The owners of the highly regarded Niagara winery, Vineland Estates, had a great idea. To combine their award winning VQA Niagara icewine with pure Canadian vodka and create the world’s first single pour vodka icewine martini.

Devilishly simple and wonderfully elegant, the resulting nectar was nothing less than luxuriously decadent indulgence in a glass. Insite was asked to create a brand, name and package that would keep up with such a potentially hot potato — a look that would carry  premium weight while remaining approachable and cross consumer compatible.

Following arriving at the name, we practiced restraint, positioning the brand within an elegant space instead of tempting grabs to cheapen the image chasing obvious stereotypes surrounding a word like Vice.

Combining vodka with icewine and serving it near freezing gives it a dual personality of hot and cold — the duality of the devil on one shoulder and an angel on the other.

The package is a high quality Italian glass that is decorated in Canada using a series of etches and silk screens. The end effect of the frost and illustration is that of ice forming on glass, or, on grapes at the time of harvest.

Insite also produced a brand minisite to support communication as well as a number of brand executions during the lead up to the launch to support sales and marketing teams.

Vice will be arriving in stores across North America within weeks of the July 30th grand launch in Toronto. More to come on this one.