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.

Instead of having humans with their individual creative mind illustrate new posters, Al Mulinetto commissioned for the first time a digital artist to create posters in collaboration with the combined force of artificial intelligence. For this, the campaign slogan evolved to “The contemporary art of drinking” to reflect the use of the newly available AI-tools.

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.