Hand on Heart

The Millers are one of California’s most respected wine growing families, with roots dating back over 100 years and 5 generations. Knowing that younger consumers in the US are actively seeking to limit their alcohol intake to make healthier beverage choices, Miller recognised that there was a rise in demand for alcohol-free alternatives, yet non-alc wines were failing to deliver that same level of quality and satisfaction. Miller Family approached Denomination with an opportunity to create a non-alcoholic wine brand that appealed to younger consumers seeking to reduce alcohol consumption without sacrificing an authentic wine experience.

The name Hand on Heart and subsequently the identity and tagline were homages to the winemaker’s commitment to the winemaking process and dedicated craftsmanship behind each varietal. That ‘guarantee’ stated in delicate text on each bottle: “full of heart, not alcohol”. The label is a toothy cream canvas, displaying minimal yet thoughtful details to deliver authentic, ‘real’ wine cues and quality endorsements not commonly found in the non-alc competitive space. Gold foil and high-build gloss screen were applied to the label, while the brand’s logo – a golden heart illustration inset in the palm of a hand – is printed in duotone gray with a sculptured emboss applied to mimic the natural curves of the hand.

Miller Family are seeing a retail velocity of 4.1 which is strong, while the non-alc category in general continues to show growth trends of +39% in $ sales and +31% in volume.