A fitting tribute to 325 years
in the wine trade
Schuler St Jakobskellerei
A story by
Matthias Vollherbst
Cooperation with
As travelling merchants in the 17th century, the Schuler family’s ancestors used to pack cheese in Switzerland and trek over the mountains to Italy to exchange their produce for fine cloth before making the arduous journey back home again. Today Schuler St Jakobskellerei is one of the oldest and most famous wineries in Switzerland, and is run by the 10th and 11th generations of the Schuler family. To celebrate the winery’s 325th anniversary in 2019 a special wine was created. Scolaris represents all of Italy, hence its label depicting a Baroque marble column.
Step 01
Brand & Personality
From cheese and
cloth to wine
All trade began on foot. When Welshman Jakob Castell trekked over the Gotthard Pass in the Alps in the winter of 1694, carrying Swiss cheese in his backpack to trade for cloth in Italy, he had no idea what successful traders his children, grandchildren, great-grandchildren and great-great-grandchildren would become. Some entered the cloth, cheese, honey and wine trades, while others went into banking. By the end of the 19th century, the family specialised in wine and had built a large winery in the community of Seewen-Schwyz near Lucerne. To this day, Seewen-Schwyz is the headquarters of Schuler St Jakobskellerei.
Besides wineries, Schuler St Jakobskellerei also has an analytical laboratory and cooperage making hand-crafted wooden barrels. Every year, tens of thousands of customers enjoy more than 250 exclusive wines and fine delicacies from countries such as Italy, Spain, South Africa and Armenia in 14 Schuler St Jakobskellerei wine stores and two wine taverns.
Step 02
Challenge
A wine to celebrate
a special anniversary
In 2019, Schuler St Jakobskellerei marked its 325th anniversary. The family wanted a wine worthy of the event and were adamant it had to come from Italy, as this was the company’s first and most important trading partner, and friendships forged with top Italian wineries had lasted across the generations. The family decided a fitting name for the wine would be Scolaris from the Latin word “scolar” for school and “scholars” that referred to travelling students or scholars.
“We united the noblest grape varieties from the best regions of Italy, from the north to the south, to create our wine,” Schuler St Jakobskellerei brand manager Albulena Toski says. “It was an unprecedented assemblage and collaboration.”
The wine shows the diversity and richness of Italy by grape varieties, vintages and regions. From Piedmont came the wines of the noble grape varieties Nebbiolo and Barbera. Tuscany contributed exquisite lots of Sangiovese, while the southern regions contributed Primitivo from Puglia and Nero d’Avola from Sicily. In total, the wine is made with close on a dozen grape varieties. “The other grape varieties are our winemaker’s secret,” Albulena says. “Together they give Scolaris its incredible aromatic complexity and wonderful balance.” Wine from the 2015, 2016 and 2017 vintages were also added to the blend. It took experience to perfectly guide so many batches of wine to the ideal balance of fruit, acidity and tannins.
The year 1694 falls in the Baroque age
when princes and rulers demonstrated their wealth
with gold leaf and stucco marble.
It inspired our design for the Scolaris label.Abulena Toski
Schuler St. Jakobskellerei / Switzerland
Golden embossing
on marbled background
Step 03
Solution
A Baroque marble
column
“The year 1694 falls in the Baroque age when princes and rulers demonstrated their wealth with gold leaf and stucco marble,” Albulena says. “It inspired our design for the Scolaris label.”
The label is as deceptively simple as the wine is complex. “At the same time the 365-degree label is very complex to produce,” Daniel says. “The finishing goes over the entire surface.”
Print information
- Paper: Rustique Blanc
- Finishing: Deep embossing, prismatic relief embossing, gold hot foil stamping + transparent
- Special feature: 360-degree sleeve
The white Rustique Blanc paper is interspersed with soft grey marbling, while the deep embossing of transparent hot stamping foil gives the label a special feel. The name Scolaris runs vertically down the label in gold letters.
“The individual letters are angular, as if polished. The interaction between prismatic relief embossing and embossing of gold hot stamping foil into the material gives the label a unique quality. High-quality tools and strong contact pressure are used to do the embossing. This typeface will last for decades.”
Scolaris was served at all the Schuler St Jakobskellerei 325th anniversary celebrations and was very well received, Albulena says. It has an intense blackberry, plum, pepper and cardamom nose, while on the palate it’s full-bodied and soft with elegant wood notes. Scolaris’ little brother, Scolarino, followed in 2020. A Tuscan cuvée of Sangiovese and Merlot, its label resembles matching black marble.
Vollherbst has printed all Schuler’s labels for more than 15 years.
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Matthias
Vollherbst
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