Works
of art
Künstler Winery
A story by
Theresa Morand
Cooperation with
Weingut Künstler
Is vinification a craft or a work of art? Gunter Künstler says it’s both. He runs the renowned VDP winery in Hochheim am Main in the Rheingau region and has used Vollherbst for all his label printing since the 1980s. The reason? The quality. The test? The labels don’t budge, not even in an ice bucket.
Vollherbst marketing manager Theresa Morand tells the story.
Step 01
Brand & Personality
The taste is captured
in the pictures
“We see our wines as works of art and every year it’s exciting to express their unique character and flavour,” Gunter says. Living up to his surname Künstler (German for artist), he believes good winemakers create wines like paintings with nature as their colour palette.
The Künstler Winery has been family-owned since 1648. However, its origins are not in the Rheingau, but in the village of Untertannowitz in Southern Moravia, 80 km north of Vienna, in what is now the Czech Republic. “Many people don’t know this, but this region has 19 000 ha of vines, which is six times bigger than the Rheingau,” Gunter says.
“My father, Franz Künstler, was relocated to the region after World War 2.” Franz founded the winery in 1965 at a new location in Hochheim and Gunter took over from him in 1992. In 1994, the winery was admitted to the Verband der Prädikatsweingüter (VDP), an organisation that promotes top-quality German wines and estates, and verifies the authenticity of the wines to protect producers and consumers.
Over 80% of the vineyards are planted with Riesling. Gunter aims for consistent quality management. “We’re going back to the future in our winemaking methods,” he says. “For example, we work with basket presses and Bâtonnage.”
Step 02
Challenge
To create
a work of art
The Künstler family’s original coat of arms with its red and black background is used on all the labels. It’s rich in symbolism. On the top left is an artist’s palette with brushes and paints, and on the top right the Southern Moravian country squire raises a wine glass. A plough for cultivating the fields represents agriculture, while a knight’s visor with two vine knives sits atop the crest. Lush foliage adorns the sides of the crest. “The embossing of the crest is detailed and placed with millimetre-precision using gold hot foil stamping,” Theresa says. “Over the past few years we’ve added more texture to the label.”
The logo is artistically presented and looks as if it has been handwritten with a pen. The K, with its sweeping design, is particularly striking. Also typical of the Künstler wine labels is the formal punching along the edges, a change that was introduced in 2002. “I like that,” Gunter says. “The inspiration comes from wineries in Champagne and South Africa.”
The premium Erste Lage and Große Lage wines are differentiated by a bar element in the lower area of the label which is printed in black or embossed into the material using gold hot foil stamping.
We see our wines as works of art
and every year it’s exciting to express
their unique character and flavour.Gunter Künstler
Weingut Künstler
Fine details
in the coat of arm
Step 03
Solution
A long-term investment
in the brand
Gunter has used Vollherbst for the printing of all the Künstler labels since the 1980s. He was struck by the quality of the scrolls for the German Agricultural Society (Deutsche Landwirtschafts-Gesellschaft or DLG) wine awards and discovered they had been printed at Vollherbst.
One of Gunter’s tests for the quality of a label is whether it remains intact in an ice bucket. “Some labels peel off or the water breaks through,” he says. “That doesn’t happen with my labels from Vollherbst.” He thinks German winemakers still need to catch up when it comes to packaging in general. "The Italians and Americans in particular place much more emphasis on the label than the Germans and French. Labels are a long-term investment in the brand."
Print information
- Paper: White Cotton
- Finishing: Gold foil 220, relief embossing
Like Vollherbst, the Künstler Winery is a member of Fair’n Green which aims for sustainability in viticulture when it comes to farm management, environmental protection and social commitment.
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Theresa
Morand
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