VSPT Launches Tattoo-Inspired Wine, Wants U.S. To 'Get InkSpired'

The wine industry has a storied history. But in the 21st-century, the creation of new lines can come from unexpected sources.

Ö-61 invites drinkers to "uncork a new source of inspiration" and, as the tagline suggests: "Get INKspired."

Viña San Pedro Tarapacá (VSPT) Wine Group, a South American company, has formed a partnership with noted tattoo artist Ami James for Ö-61, its new tattoo-inspired wine.

The Ö-61 name derives from Ötzi, a 5,000-year-old mummy. Determining who he was and how he lived was revealed by the 61 markings on his skin, the oldest tattoos on historic record.

Given its unusual provenance, the wine's campaign has a specific target. "Our consumers are urban creators, culture savvy, extremely active and social — always willing to try new things with others, as long as it reflects their personality," Roberto Catalani, vice president, marketing at VSPT U.S, told Agency Daily.



"The U.S. boasts one of the highest rates of tattooed individuals globally, and our aspiration is clear: to become the wine of choice for this vibrant community. We want Ö-61 to be the perfect companion for their special moments, a wine that resonates with their passion for tattoos and wine," he adds.

Simplicity is the ad agency responsible for the creative.

The work launches across multiple digital platforms, including Instagram, YouTube, Facebook and Google.

In addition, VSPT will conduct three consumer sweepstakes throughout the year. Winners receive a tattoo session with Ami James, the reality star of "Miami Ink," who specializes in the Japanese style of tattooing.

VSPT introduced two Ö-61 brands to the U.S. market in 2023 – a cabernet sauvignon and an expressive red blend composed of cabernet sauvignon, carménère and syrah. The wines are available in stores nationwide, restaurants and bars.

After a successful launch, VSPT decided to distinguish the brand in 2024 by partnering with James, who founded Love Hate Tattoo Studio.

James will serve as VSPT's worldwide voice and the face of Ö-61. “Every so often, artisans cross paths, and just as every tattoo unveils a unique tale, so does each bottle crafted by the winemaker. This association reflects how these two worlds converge,” he said.

VSPT Wine Group is comprised of six Chilean and two Argentinean wineries. Brands include Altaïr, Cabo de Horno Sideral, 1865, GatoNegro, Gran Reserva Tarapacá and Leyda in Chile and La Celia and Graffigna in Argentina.

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