← All work01 / 05Wine · A new category
Anticelebration
A wine product brand built as a statement and a movement uniting small winemakers.
A brand launch built on guerrilla marketing and a provocative name.
litres of sparkling wine that racers spray every year.Source: ItaliaSquisita, 2023
The solution
Water for the celebration. Wine for the drinking.
Anticelebration · Cuvée
13
cuvées in one year, made with 13 winemakers from Marche, Piemonte and Veneto.
The movement
Why winemakers joined
Liana PeruzziCuvée Peruzzi
I’ve always thought it’s a big waste, it’s a devaluation of wine. Seeing it wasted like this makes me feel like it’s a wine that isn’t worth much. As a producer it’s a practice I’ve never liked.
Mattia MarcantoniCuvée Marcantoni
… “Behind a small sip, there is a lot of work.” … It is certainly an impactful initiative, provocative but which achieves an important objective.
Ginevra CoppacchioliRosè Coppacchioli
I find this project intelligent and fun, it is a provocation to bring people closer and curious about the product, making them understand that it is not “cool” to waste a wine. …
Andrea PrioriCuvée Priori
I liked the idea, I appreciated the choice of Verdicchio, an autochthonous grape that marries the classic method. For us small producers it is a very important initiative. …
Not a single drop of wine was wasted during the event.
Friday 21 June 2024 · Rome
Events · Rome
Events in Rome
The brand’s own style of stand: activations, petition signing, water spraying, influencer outreach and a digital totem with the Anticelebrant mask.
Partnerships · Porsche
Partnerships with premium brands
Anticelebration and Porsche at GTmania.
What the press wrote
Anticelebration: rivoluzione effervescente nel mondo del vino. Un nuovo marchio, un nuovo mindset.
“A sparkling revolution in the world of wine. A new brand, a new mindset.”
Lo scopo è quello di creare una community di “Anticelebrants” che condividano i valori di lusso moderno, understatement, eleganza e rappresentazione di una nuova cultura e attitudine cosciente anti-spreco.
“The aim is to build a community of Anticelebrants who share the values of modern luxury, understatement, elegance and a new, conscious anti-waste culture.”
ANTICELEBRATION si farà porta voce quindi di un movimento sociale, sarà il primo ad iniziare una conversazione e affrontare un argomento scomodo, e lo farà nel rispetto – allo stesso tempo – di consumatori e produttori.
“Anticelebration will speak for a social movement: the first to start a conversation on an uncomfortable subject, with respect for consumers and producers alike.”
ANTICELEBRATION: un futuro senza sprechi nel mondo del Vino, ora è possibile.
“Anticelebration: a future without waste in the world of wine is now possible.”
Anticelebration: un nuovo marchio di Metodo Classico irrompe nel mondo degli sparkling.
“Anticelebration: a new Metodo Classico brand bursts into the world of sparkling wine.”
The live brand
From a bold idea to a wine brand with a point of view.
I founded Anticelebration and built it from zero: product concept, positioning, identity, EU trademark and commercial architecture. The brand brings independent winemakers together around a shared statement, expressed through a growing collection of numbered cuvées.
anticelebration.com ↗The case in three lines
The problem
Sparkling wine is chained to the occasion, and at the occasion the bottle gets sprayed instead of drunk. Every brand competed on which wine to pour.
The move
We repositioned the moment and left the liquid alone: water for the celebration, wine for the drinking. One reversal opened a category with no direct competitor.
What I built
As founder: concept, identity, EU trademark, commercial architecture and the European launch, from zero.
What I did here, you can order
Next case
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