MOST WANTED WINES CELEBRATE DIVERSITY IN NEW CONTEMPORARY ART CAMPAIGN
MOST WANTED WINES has launched its very first MOST WANTED WINE COLLECTIVE, a partnership with five contemporary artists to use wine bottle wraps as a canvas to celebrate diversity. The Collective campaign gives artists the chance to open up conversation around gender, race, accessibility, and inclusivity – something Most Wanted Wines feel incredibly passionate about. The product will hit the shelves this week.
Most Wanted has been on the art scene for years through a series of unique collaborations including Art Battle Manchester and Cheltenham Paint Festival. They also contribute a monthly donation to Creative Debuts’ Black Artist Grant – a no-strings-attached financial offering supporting people from minority ethnic backgrounds who are systematically under-supported within the arts.
MOST WANTED WINE COLLECTIVE consists of Most Wanted Cabernet Sauvignon, Most Wanted Chardonnay, Most Wanted Malbec, Most Wanted Pinot Grigio and Most Wanted Shiraz; each labeled with a story from one of its five artists. These artists are:
London based street artist, Jelly J
Acclaimed street artist duo, Nomad Clan
Uplifting Illustrator, Dorcas Magbadelo
Contemporary fine artist/painter, Chris Hawkes
DJ / rapper / fashion designer / illustrator, Pete Obsolete
Most Wanted Wines will also be releasing a series of short films, exclusively accessed via a QR code on each bottle. It’s a chance for customers to get closer to the artists, discovering their stories and truth from the makers themselves.
Rachel Archer, Marketing Director at Most Wanted Wines comments, “It’s impossible to ignore the cultural movements circulating globally around diversity and we wanted to show our support by launching The Most Wanted Collective. As a brand, we believe in inclusivity, celebrating identity and breaking down barriers within the wine and creative industries, which is what this campaign does. We are giving these artists a platform to freely tell their story on our labels – without labels.”
The Collective will appear in store from March 2022. See stockists from Sainsbury’s to Tesco’s, Co-op and Morrisons, here:
https://mostwantedwines.co.uk/.
Limited edition prints of The Most Wanted Collective artwork will also be available to buy on via Most Wanted Wines website and fulfilled by https://artwow.co/.
