Union Wine Co. and Swift Agency Celebrate Big Flavours and Life’s Little Moments

The dog days of summer are about high adventure, cooling off and making the most of every fleeting moment. “Inside Every Can,” Union Wine Co.’s new campaign from strategic creative agency Swift hits all three must-haves and shows how wine rewards both epic and everyday feats. 

Underwood canned wines hit the market in 2014, introducing a new definition of quality wine with its bold, innovative package design. The arrival of easy-drinking Oregon-grown wine in a highly portable 375 ML can captivated consumers who place a premium on craft products and adventurous living. 

Swift capitalised on Underwood’s most recognisable asset—the iconic block logo—as a vehicle for storytelling to celebrate the brand’s existing blends and introduce a new limited-edition flavor. 

For established offerings such as Pinot Noir and Rosé, the creative execution depicts a scene within a scene, showing the cans silhouetted against a continuous backdrop—a pool, the riverbank, a moment of outdoor solitude. The nine-letter Underwood mark is replaced by a word or phrase that captures the the brand’s “Pinkies Down” mantra and the spirit of summer: “Oh Hell Yes,” “The Reward,” and “Happy Hour.” 

“Inside Every Can” also announces Underwood’s first seasonal wine cooler: Riesling Radler. Here, the Underwood mark animates into the phrase “Summer Win.” The just-released blend of Oregon Riesling, grapefruit, malt and hops, with a touch of sugar and sea salt, will be available for a limited time--just like summer. 

The campaign will appear on Union Wine’s website and social channels, including Instagram and Facebook.