With the strapline Wine without the whine, Most Wanted set out to reject traditional wine jargon in favour of clarity and confidence. We built on this positioning with bold, accessible visuals and a tone that felt knowledgeable without pretension.

Our work included a retailer-facing pitch deck and a series of ‘taste portraits’ simple, memorable descriptors that replaced complex provenance with easy decision-making. The result was strong retailer buy-in, successful activations, and a brand that resonates with modern wine shoppers.