The Vice Wine brand caught my attention with its clean and fun design. The founder, Malek, has an extensive background in the wine industry and decided to deconstruct Napa into its sub-regions, making Napa Valley wines accessible to everyone. Read more for a full write up of Martha Cisneros Paja thoughts on brand work, winemaking and Napa approach of The Vice.
Millennials and Gen Z alike want to know more about the alcohol level, sustainability and giving back in wine. However, according to Drink Business, in 2022, four in five people have purchased wine based on what the label looks like. For instance, as a tastemaker and a millennial myself, no matter how deep I get into my wine studies, I still pay attention to what drives my attention to a bottle. Undeniable is still the label. However, after getting that attention-grabbing, I gravitate to stop and think, what’s in the bottle? A clear label should also provide us with more information.
Hence, Meet Miami Vices is a brand that recently caught my attention with its design. I was captured by the clean and fun design as if they wanted to communicate something fun and approachable. Torie, the mastermind behind the brand, said it herself: “With all branding concerning The Vice, we are about a clean, modern, and timeless approach. That way, we appeal to all customers and generations. Like the juice in the bottle, we aim to have a luxury product that is approachable.” Immediately, right after appreciating the cute and modern labels, I wanted to know more about the people behind them.
Meet Malek Amrani, a wine professional with multidisciplinary, hands-on training, founder of The Vice Wine.
Malek says, “I was in the wine industry for a while and have done many things, from working in the restaurant universe to distribution and import. I believed crafting my own brand from scratch was the natural thing to do. I skipped college and worked an average of 80+ hours a week for over a decade, saving as much money as possible and investing it all in time and the business I believed in.”
The vice logo is an abstract of a vine. Edibles and a good glass of Napa wine helped me draw the label. “We draw inspiration from everywhere for our particular bottles of wines, and for the Miami Vices design, the inspiration is indeed Miami!” Maley adds.
The Vice is a wine brand known for doing things differently. One way they are shaking up the industry is by deconstructing Napa into its sub-regions, allowing them to create wines that are more specific to each area’s terroir. By doing so, they are able to offer a diverse portfolio of Napa Valley wines that truly showcase each region’s unique characteristics.
Another way The Vice stands out is its commitment to making Napa Valley wines accessible to everyone. It does not have a target demographic and aims to create a wine that appeals to all age groups. This inclusive approach is evident in its marketing and branding, which is both modern and approachable.
In addition, The Vice is a wholesale-driven business, which means that they focus on national and international distribution before selling their wines in retail in California – their home state. This approach has allowed them to build a strong presence in the market and reach a wider audience.
Overall, The Vice is a brand pushing boundaries and challenging the status quo. With its innovative approach to winemaking and commitment to accessibility, it is making a name for itself in the industry.
I have had some of their styles, as I am featuring one of their orange wines for Spring; I can also speak to their abundant fruit-forward “Miami Vices” Rosè of Pinot Noir, Napa Valley.
Crafted in a Sancerre Rosé style, is mineral and crisp et moderate. Made from Pinot Noir grapes, presents a seductive bouquet of red berries and spring flowers greets the nose, and mouth-watering minerality and flavors of summer strawberries and orange blossom meet the palate. The freshness keeps you going back for more, but this one quickly disappears.
The Vice Wine brand caught my attention with its clean and fun design. Napa Valley Wines made for a new generation. The founder, Malek, has an extensive background in the wine industry give. Therefore, he came with a clever idea on his venture and approaching many consumers. He decided to deconstruct Napa into its sub-regions, making Napa Valley wines accessible to everyone. The Vice’s branding approach is clean, modern, and timeless, appealing to all customers and generations.
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