Most Wanted Wines

I led PR for Most Wanted Wines’ “The Most Wanted Collective”, a bold campaign that transformed wine labels into canvases for underrepresented artists to express their creativity and identity.

The campaign featured a diverse lineup of artists including London-based street artist Jelly J, street duo Nomad Clan, illustrator Dorcas Magbadelo, contemporary fine artist Chris Hawkes, and DJ/rapper/designer Pete Obsolete. Each artist designed a label for one of five wines — Cabernet Sauvignon, Chardonnay, Malbec, Pinot Grigio, and Shiraz — creating a vibrant fusion of art and wine.

As part of the launch, we developed a digital storytelling layer through short films accessed via QR codes on the bottles, offering consumers a deeper connection to the artists and their stories. The campaign was supported by strategic media outreach and retail launches across Tesco, Sainsbury’s, Co-op, Morrisons, Spar, Nisa, Iceland, and VIP Bottles, with limited-edition prints available through We Built This City.

This campaign perfectly blended creativity, culture, and commerce — driving awareness for Most Wanted Wines’ commitment to diversity and inclusion within the arts while reinforcing the brand’s position as one of the UK’s most dynamic and socially aware wine brands. Coverage was secured in GQ, Evening Standard, The Guardian, Drinks Business amongst many others