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Genesis Wine Group (GWG) is an unusual—but deliberate and brilliant—collective of international winemaking minds based in Niagara-On-The-Lake, Ontario. The company was designed to bring together four entrepreneurial, international oenophiles to create and develop new wine products to disrupt the industry.


The canned jewel of Niagara sparkling wine.

Arable was approached by Genesis Wine Group (GWG) to develop the design and marketing strategy for the introduction of their new, high-quality sparkling wine in a can—the first on the Canadian market.
To overcome the entrenched and sometimes snobbish perception of canned wine, we positioned Outset as an elite, alternative wine product and embraced the slim 250ml can, which was the first of its kind to market. The can format has since become the standard for single-serve wines.


GWG is a collective of international winemaking experts. Two of the GWG leaders have extensive Chinese and Korean business, import/export, and viticulture experience, while the other two, German-Canadian members are the owners of Between The Lines Winery in Niagara-on-the-Lake, Ontario, and offer backgrounds in winemaking and wine economics. The true curveball was to design packaging that would connect with both Canadian and Asian consumers, with particular focus on the defined behaviours and beliefs surrounding colour and design. In deference to the particular significance of colour within the Chinese market, original design prototypes were simplified to a primary palette of two colours, gold and white.

Outset debuted at IDS2016, Toronto’s Interior Design Show, earning one of just 100 Love tags from Designlines magazine as one of the most innovative of the thousands of new, design-forward products for Design Week.

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