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Most Wanted Wines celebrates diversity in new campaign

Off Piste Wines is drawing attention to the importance of equality, diversity and inclusivity in its campaign for its Most Wanted Wines range ‘Most Wanted Collective’.

The new line up, which sees a selection of artists using wine labels as a canvas to express themselves freely, includes a Cabernet Sauvignon, a Chardonnay, a Malbec, a Pinot Grigio and a Shiraz.

Artists involved in the launch include: London based street artist Jelly J, street artist duo Nomad Clan, illustrator Dorcas Magbadelo, contemporary fine artist/painter Chris Hawkes and DJ/rapper/fashion designer/illustrator Pete Obsolete. 

As part of the campaign, Most Wanted Wines will also showcase a series of short films, exclusively accessed via a QR code on each bottle giving customers the chance to get closer to the artists and discover their stories further. 

Rachel Archer, marketing director at Most Wanted Wines said: “It’s impossible to ignore the cultural movements circulating globally around diversity and we wanted to show our support by launching The Most Wanted Collective. As a brand, we believe in inclusivity, celebrating identity and breaking down barriers within creative industries, which is what this campaign does. We are giving these artists a platform to freely tell their story on our labels – without labels” 

The Collective will launch in the following retailers from February 2022: Most Wanted Cabernet – Co-op, VIP Bottles; Most Wanted Malbec – Morrisons, Tesco, Spar, McColl’s, Nisa, One Stop VIP Bottles; Most Wanted Pinot Grigio – Morrisons, Sainsbury’s, Bargain Booze, Spar, VIP Bottles; Most Wanted Chardonnay – Tesco; Most Wanted Shiraz – Tesco and Iceland.

 Limited edition prints of The Most Wanted Collective artwork will also be available for sale via from February 2022. 

Most Wanted Wines has been on the art scene for years through a series of collaborations including Art Battle Manchester and Cheltenham Paint Festival and contributes a monthly donation to Creative Debuts’ Black Artist Grant – a no-strings-attached financial offering supporting consumers from minority ethnic backgrounds who are systematically under-supported within the arts.

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