One of our oldest customer programs is an anniversary wine that has been ordered every year since 2018. The brand line is the family name, the same family name across nine vintages. The vintage year on the back label moves forward. The crest has not changed. The quote line is, every year, the same line from the wedding vow. The bottle, over nine years, has become the family's annual anniversary ritual.
Why repeat
The anniversary wine works because it is the same bottle year over year. The label is identical except for the vintage. The couple opens the current year's bottle on the anniversary night. The previous year's bottle is on the shelf. The cellar has nine bottles in a row, each marking a year. The cellar is the family's annotated history of the marriage.
The brand line
Single family name. The couple's shared household name. RESERVE in foil. Do not change the brand line across years. The point of the program is the consistency. The brand line becomes the family wine; changing it resets the count.
What happens at year ten
Many couples mark year ten with a slightly larger order. A magnum, or a case of six magnums, with the same label. The magnum sits in the cellar as the centerpiece of the row of ten standard bottles. We have customers approaching year twelve who are commissioning a vertical pour of all twelve bottles in a single dinner.