Peloton Cellars wanted to release a small-lot, Bordeaux style red blend that packed a bold, fruit-forward punch. Using the existing bicycle-based branding, we collaborated on the name and iconography that refers to the popular lap-based bike races. I created a label that is highly textural using embossing & foil to accent the name and rider. The final touch to the bottle package was dried black wax to give a premium feel.