Design ‘first’ brings rich heritage to life

October 20, 2022

Built on a Gallo-Roman settlement, Château Bas has a rich and evocative history. Combining gold screen-printing with printed embossing for the very first time, its new Rosé bottle tells the story of this Provençal winery while conjuring up the sunshine and spirit of conviviality associated with the wine.

Deciding to take a new approach with their packaging, owners of Chateau Bas, the Castéja family, approached O-I with an exacting concept in mind. The design was aimed at both reflecting the unique heritage of the winery and bringing to mind the sunshine and spirit of conviviality associated with Rosé. To realise this concept, O-I has – for the first time ever – combined gold screen-printing with direct-to-glass digital printed embossing using its innovative proprietary technology, O-I : EXPRESSIONS.

The bottle features a finely-detailed transparent printed embossing of a Corinthian column and its iconic columns. This echoes the early Corinthian temple, one of France’s most important and best-preserved historic monuments, which is sited on the land where Château Bas was built in 1442.

Adding to the ultra-premium look and tactile feel of the package, the product’s name is screen-printed in gold lettering directly onto the bottle, which symbolises the golden sun of Provence where the wine’s grapes are ripened, and adds a feeling of summer celebration.

The Rosé package is sold in multiple countries across Europe and Asia, and in the US.

“The design of our new bottle has a very clear sense of belonging to the place where our wine is made, and our history. For consumers, they are not buying a brand, they are buying a castle, a history, a magnificent place. Our wine and its packaging are the guarantors of a place filled with magic, which was there before us, and will still be there when we have gone.”
— Frédéric Castéja, CEO of Borie-Manoux