Blossa Glögg has dominated the Scandinavian market for traditional mulled wine for more than a century. Unlike most, if not all, of its competitors, Blossa uses real wine and high-quality spices, and the process is still handcrafted in spite of the large production volumes. The question Blossa’s management asked themselves – and The Studio – was: how can we emphasize all of this, other than merely saying it?
The idea that developed was to launch a new product each year that in itself represented craftsmanship: Blossa Hantverksglögg (Blossa Craft Glögg).
Blossa Hantverksglögg is a tribute to classic Scandinavian craftsmanship, a limited edition non-alcoholic annual flavor for the retail market. Every year Blossa will introduce a new craft and new flavor addition within the concept of Hantverksglögg. For 2016, blueberry and ginger were combined with the age-old traditions of Swedish woodcraft.
The packaging technique of a printed shrink sleeve allowed the design to cover the entire surface of the bottle where the blueberry coloured stain appears to run down a tooled wooden bottle. This created a striking impact in the retail environment, breaking the traditional codes of what glögg should look like and challenging category conventions.
The launch was an immediate success and the entire production batch sold out within weeks, making the Hantverksglögg a sought-after collectible from its very first year.