The buzz on new animated vermouth labels

Spanish winery releases three vermouth varieties with labels that use kinesiograms to create the effect of movement, including a heart-eating Pac-Man, a leaping dolphin, and a flying bee.

Turmeon Honey
Turmeon Honey

Spanish winery Bodegas Jaime is capturing consumers’ attention with animated bottle labels for its vermouth varieties, with 80% of those picking up the bottle in a shop buying it. That’s according to Martin Jaime, Manager of Bodgas Jaime and creator of the Turmeon vermouth line, who also says the dynamic label has caused a number of international distributors and importers to come knocking at the winery’s door.

Since October 2015, Bodegas Jaime has introduced three vermouth flavors—Original, Blanco (white), and Honey—each with their own animated label graphic. Jaime, who designed the labels, says the inspiration for the effect was the zoetrope, a 19th century optical toy that consisted of a cylinder with a series of pictures on the inner surface that, when viewed through slits with the cylinder rotating, gave the impression of continuous motion.

“We knew we had a great vermouth, but for us, a really small company, we knew it would be difficult to announce it,” says Jaime. “Also, in Spain, vermouth was considered an old-fashioned product—in a bad way—so we had to give our customers an excuse to taste it, and the label was a perfect one.”

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