Story | 12/04/2019 07:42:52 | 4 min Read time

Winestillery: Unique storytelling through a craft spirits label design

When Italian craft spirits producer Winestillery was looking to create the perfect label to help tell its unique brand story, they turned to graphic designer Federico Scudeler from Italian design studio La Colonia. UPM Raflatac helped Federico bring his vision to life: a simple yet stylish tactile label that embodies the Winestillery ‘Grape to Glass’ manifesto and reflects the company’s Tuscan roots.  


1.      Labels are vital to create engagement and build credibility among bartenders and consumers

2.      The tactile quality of label materials is important, showcasing the product on another sensory level

3.      Technical expertise and innovative labeling materials help to design the perfect label for your brand


Thick, dark woodland of oak and chestnut, row upon row of grapevines, and olive groves that stretch off into the horizon – the Chioccioli Altadonna family estate is home to Winestillery where, inspired by the surrounding beauty of the Chianti Classico region, artesan gin, vermouth, and vodka are born. Winestillery is the first and only ‘Vinstilleria’ in the world, a winery and distillery merged together to create a new take on a highly traditional product under a manifesto where every product is tailored from the grape to the glass.

A beautifully crafted label for a carefully crafted product

When it comes to creating just the right story for a spirits brand, the label has a huge role to play – it needs to make a first impression that lasts and reflect the same values and craftsmanship as the product in the bottle. This is where the collaboration between graphic designer Federico Scudeler and UPM Raflatac takes centre stage. 

In the craft spirits world, labels are vital to create engagement and build credibility among bartenders and consumers alike. The best examples reflect the unique production process, tell a story that demands to be heard, and entice the professional bartender to pick them up.

“Winestillery wanted a contemporary partner who could create and tell a story with them,” explains Scudeler. “They wanted a label that would reflect both the one-of-a-kind nature of what they were doing – making spirits from grapes in a vineyard setting – and the aesthetics of the surrounding Tuscan countryside,” he continues.  

A match made in heaven

“I came across UPM Raflatac at an expo, where they were displaying some amazing bottles of a Spanish gin,” says Scudeler. “The UPM Raflatac expert I worked with, Stefano Pistoni, Manager, Global Business Development, Wine, Spirits & Craft Beverage, was great because he knew all about the technical features of the label materials and was able to help us bring the story to life with tactile features. He knew a printer who was able to create a mock-up so we could understand what the final product would look like, which is really important for small-batch runs.”

Federico has some great advice for others embarking on a similar creative journey. “You’ve got to focus on highlighting the story, the narrative behind the brand. When it comes to choosing a label material, its tactile quality is really important; you want something that adds to the story and reflects the brand values. Lastly, think about what the final product will look like on the shelf behind the bar – it needs to be simple, but with a clear message and a design that stands out,” he concludes.


Winestillery is the first and only independent craft distillery in Italy’s Chianti Classico region. The products, which include artisan gin, vermouth, and vodka, all originate from wine and represent the result of a unique production chain where each stage has been designed to be carried out by hand.

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UPM Raflatac labeling solution

UPM Raflatac ROUGH COTTON WHITE WSA RP30 WG85 is designed for high quality wine, spirits and craft beverage labeling applications. Highly textured face material with superb capability for embossing. Rough cotton White WSA is known to have a subtle elastic coating on the back that helps maintaining the structure of the etiquette when a strong letterpress is used, making it possible to push the brass cliche a lot and make the relief to really pop out.