James Victore has one of the most original styles in the design world. At the time I commissioned these posters Grenache was not as popular as it is now, in fact, to many drinkers, it was considered inferior and avoided. I wanted to make posters that would seduce people into drinking grenache.
The pattern on this luxurious box designed by Stefan Sagmeister reflects the pattern that was embossed on the bottle. The idea was that each vintage would be identified by a unique pattern created for that vintage.
I've always believed that a good part of the success and longevity of the Bitch brand is the logo of the daggar in the heart, which is clearly captured on this carton.