Alko

Business Challenge
Legislation changed, allowing the sale of mild, under 8% wine and drink mixes in retail stores. This decreased Alko’s sales by 6,7%. Alko needed to regain it’s role as the trusted guide in wine culture.
Most Finns think of Finland as a nation of beer and vodka, not wine. Yet The challenge was to make wine more approachable, inspire discovery, and reinforce Alko’s role as a trusted guide in wine culture.

Big Idea
Alko’s sales data revealed a surprisingly rich wine culture, with more than 200 distinct wine regions emerging from local consumption patterns. The big iedea was tu turn this complex sales data into a cultural phenomenon. By transforming regional wine preferences into heraldic-style coats of arms called Sipcodes, Alko created a simple, visual and shareable language that allowed Finns to discover the wine identity of their own region.

Big Impact
The campaign increased interest in wine discovery while strengthening Alko’s relevance and authority in the category.