Art and Wine Have a Long History. But Does Art Sell Wine?

Increasingly, a bottle of wine these days seems to arrive with an artist attached; on a label, via a vineyard commission, through social media scrolls. The rationale for these arty collaborations is by now well-rehearsed: to attract new audiences, differentiate a brand, and increase cultural capital. ”Art enables us to connect with a cultured audience, and is also a good way to keep your brand alive,” says Fabien Vallérian, the international director of arts and culture at Ruinart, which has ostensibly been at it since 1896, when Alphonse Mucha, an Art Nouveau artist, designed the first ad for the Maison. The article Art and Wine Have a Long History. But Does Art Sell Wine? appeared first on VinePair.