Loving wine, beer, bread, or any other product is easy.
Yet often, the language used to describe it can prove complicated and impossible to understand.
It’s the language of producers, not consumers.
This is why we’ve introduced a new system for categorizing products of a growing number of categories.
Based on their identity, which eliminates the complexities of the traditional language used and addresses consumers directly: it’s the categorization of taste according to Characters.
The Characters represent feelings, preferences, and the ideal moments for consumption. These are connected to a certain product and used to identify one’s taste personality.
We want people to once again have the words with which to talk about products, describe them, and taste them, even once they’re finished.
We have just one mantra when we talk about the Characters: “Be cool.”