This is a fresh and fruity wine which is bottled before its fermentation is finished. Therefore, it must be consumed within a short space of time.
November is a month where temperatures lower, daylight shortens and winter starts to appear above the horizon. Once the wine harvest is over, grape is gathered in wine cellars and ferments in the barrels as wine start to mature.
A pine branch placed over the wine cellar gates reveals that the first harvest has been bottled: after a short maturation season, Vi Novell is ready to be savored.
Around 2010, the wine industry was undergoing a change and wineries needed to make a difference at production and brand level in an uttermost sophisticated environment. This was the aim that brought Celler Masroig to introduce a completely unreleased wine in the market: Vi Novell.
We aimed at the design of an identity based on the concept of temporality.
Novell is a fresh wine with few frills marked by short-lived drinking times. Its fleeting and lively personality allowed us to create a range of irreverent labels that distinguished it from the complexity associated with the wine industry.
Vi Novell allowed us a vast freedom of form, the chance to create limited editions, but this did not mean it should lead us into a practice devoid of meaning. By the contrary, beyond labels, we intended to reinforce the enduring tradition of this wine production throughout the years.
In order to design the first editions, we related Vi Novell with the associated popular festivals. Focusing in Sant Martí festivity, which coincides with the release of the wine, we recovered sayings in connection with the pig slaughter, the coming of winter and the arrival of the first harvests.
Along with the events for the specialized press, we recovered the birth of the wine celebration and organized a party for the workers and the local people which took place in Masroig winery. Over the years, the popularity of this event has increased to the point of being promoted by the local institutions and emulated by other wineries which elaborate their own wine varieties, thus achieving increased visibility and cultural enrichment.
The Laus award we received in 2010 was the first recognition of the work we carried on with the winery.
After more than ten years, Vi Novell, its labelling and the festival, have become the most anticipated event. Each new edition is eagerly awaited by the public, which increases the sales net income.
Thanks to Vi Novell, Celler Masroig has established itself as a benchmark for the industry, improved the brands perception and gained access to new sectors. Beyond design, we have reinforced a whole tradition. We have strengthened the features of the winery and provided a trajectory of a bold, consolidated and unique product.