The vineyard „Al Mulinetto“ is situated high above Lake Maggiore

in the Swiss canton of Ticino. It is run as a second-generation family business

and cultivates a total of over two hectares of vineyards. The brand stands for

exclusivity, premium products and surprise. This is also being reflected in their communication: Under the campaign slogan “The fine art of drinking”, selected creatives from all over the world have been designing Al Mulinetto posters for years. As those illustrations have won numerous awards and are highly regarded in the media and at exhibitions, Al Mulinetto continuously seeks new ways of how to promote their products. Last year, they aimed for a campaign that would visualize the taste of their beverages.

The Al Mulinetto campaign generated huge attention in the

Swiss market and far exceeded its targets.

As in every country, the media in Switzerland have reported

intensively on artifi cial intelligence. The Al Mulinetto campaign

quickly became the central focus of this discussion and

generated an enormous amount of earned media.

For example the “Tagesanzeiger/Sonntagszeitung”, one of

the largest swiss newspapers, featured the campaign on its front

page. Their reach is over one million readers (MACH Total

Audience 2023-1), which is more than one seventh of all adult

Swiss citizens. Or Falstaff, the leading wine-, gourmet- and

travel magazine in the German-speaking world, also reported

extensively on the campaign.

Product orders more than tripled within a short time compared

to the previous years and there was a real hype around the

Al Mulinetto poster prints.

https://www.tagesanzeiger.ch/in-der-schweiz-tauchen-erste-ki-

werbekampagnen-auf-145783340792

https://www.falstaff.com/ch/news/weingut-al-mulinetto-prae-

sentiert-ki-generierte-weinplakate

The initial premise of the campaign was to visualize “to see how the wine tastes”. For this the artificial intelligence was fed with production descriptions of Al Mulinetto together with tasting notes from renowned wine journalists. With inputs like "dry, full-bodied aroma", "the Merlot characteristic spicy tone" or "of great structure and elegance", hundreds of visuals were generated. From there the designer Grit Wolany refined and condensed the output more and more. The result is a poster series with one subject per product and one general poster. These visual were used on the point of sale as well as on billboards around Zurich.