Started by a midwestern Scandinavian who fell in love with Italian wines, The Piedmont Guy had a flagship brand of their own, called Ercole.

A delicious, chuggable liter of DOC Barbera at an amazing price ... it just didn’t sell. The hypothesis was the unfavorable label.

Sales have doubled, year-over-year, since the rebrand in 2019 — carrying the parent company through the pandemic, becoming a darling of art directors and food mags, even making a cameo in a Taylor Swift music video.

Designer:
Neil Hubert

Photography:
Stephanie Gonot