Another wine entry now that the festivities are nearing, this time courtesy of Musar Jeune. The visual, once looked in detail is actually lovely (the bottles blending in the landscape) the problem is that banal headline "bottling the soul of our soil" - so first degree it hurts. This I think is either suggested by the client or the creatives taking the literal brief as is because, sad for me to say, I see no spark in it. Of course, the bigger question is, how do Lebanese pick their wine? Without even doing research I can say depending on the price more than anything else. I have said it a million times, brand loyalty has gone out the window when everyone is incredibly price-sensitive among the Lebanese.
