Thankfully wine brands are breaking away from that silly burgundy earthy color palette to go wilder, bolder, more interesting and in the case of the new Kefraya moment (yes, with a hashtag #kefrayamoment) quite colourful and a bit pop. I like the concept a lot, the Kefraya moment is - well - that moment where nothing much happens. You soak up some some sun? You are on the terrace? You share a bit of gossip? All while holding your Kefraya cup in hand? I could argue and be a party spoiler that I am not a big fan of how "moment" was written but that is OK, in the end this is a beautiful summerish campaign designed for what wine is really for - nothing much. And that is the beauty of it. It is nice someone finally figured it out.