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What do you do if you have compleyely new product? How do you get people to see it, talk about it and spread the word?That was the dilemma facing Lyme Bay Winery with a new drink called Yore. Yore is a sparkling mead. It is not a craft beer; it is not a wine; it is not a cider; it is not a spirit. It is essentially a new drink. People know what beer/lager tastes like, they know what red, white and rose wine tastes like and they know what cider tastes like. Sparkling mead though is new.
Mead itself is old, very old, one of the oldest drinks known to mankind as it's been brewed for centuries. But Yore is not a syurpy sweet brew that attracts old men and bee keepers. It is a refreshing light drink designed to be drunk cold by cool hipsters. The trouble was getting the hipsters and cool people to see it.
People are inherently suspcious of 'new'; a trait that saw caveman dodge some pretty lethal foodstuffs, so gettong anyone to try a new style of beverage was going to be a challenge. So visually we tried a three pronged apprach.
People are inherently suspcious of 'new'; a trait that saw caveman dodge some pretty lethal foodstuffs
The first was a fairly straight forward shot. The idea was to show Mead's timeless quality, association with honey and the clean crispness. So I set up a studio shot with a friend's pocket watch (nothing says timeless like a well made gold pocketwatch). Next came the honycomb and fnally the bottle of Yore, glisteningly cold and crips with condensation and ice. It was a classic studio shot, which was not going to get the uninitiated to try the drink.
We needed something else, something more imaginative. So I came up with a shot full of quality, tradition and craft - all the qualities Yore possess. Using a vintage Elm worktop (the wood is luscious and warmly coloured) I set about creating a complicated scene of old well made tools used in different crafts. The idea was to create a talking point a picture of such complexity that people would look at it, look at it some more and then look again. In the centre, lit with a ring flash to make it pop, was the bottle of Yore.
Lastly, Lyme Bay Winery wanted an eye catching shot that tied the drink to honey in a subtle, creative way. So I got together with a local bee keeper and created an image of him pulling out a honey frame from a bee hive. Inside it where bottles of Yore. In inference being the bees created it. It went down a storm.
if you haven't tried Yore, yet, you are in for a treat. It needs to be cold like a bottled lager, but has a taste all of its own. It is warming, refreshing and subtle. An ideal drink for a BBQ or sitting outside on a summer's day.