Wine
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As wine brands across the industry look for new ways to connect with evolving consumer preferences, VSPT Wine Group is preparing to launch a new collection of premium wines under the Ö-61 portfolio, designed to preserve the taste of the traditional varietals while introducing subtle layers of complementary flavor. Developed through a co-creation process involving consumers, culinary collaborators, and tattoo artist Ami James, the collection represents the company's effort to create a category that sits between classic wines and conventional flavored wines.

According to Andrés Tauber, CEO of VSPT US, the launch reflects a broader vision of engaging consumers through culture, creativity, and discovery while remaining firmly rooted in authentic winemaking.

The new wines build upon the identity of Ö-61 Wines, a brand that combines storytelling, visual art, and consumer participation to create an experience extending beyond the bottle itself.

Ö-61 takes its name from Ötzi, the 5,000-year-old mummy discovered in the Alps, whose 61 markings are widely recognized as the oldest known tattoos ever found. The brand draws inspiration from the historical overlap between early tattooing traditions and some of humanity's earliest winemaking practices.

From Tauber's perspective, that connection provides a foundation for bringing two long-standing forms of human expression together. "Ö-61 was created around the idea that tattoos and wine are both forms of storytelling," he says. "The brand celebrates creativity, self-expression, and the stories people carry with them."

The concept extends throughout the brand experience. Each bottle features original tattoo-inspired artwork and QR-enabled storytelling elements that connect consumers with the inspiration behind the designs. Rather than focusing primarily on traditional wine messaging, Ö-61 Wines emphasizes creativity, exploration, and personal expression.

"We are creating a brand for people who value authenticity, creativity, and experiences that feel personal," Tauber says. "Wine has always been about bringing people together, and we want every bottle to start a conversation"

Consumer preferences are changing across the wine market. Millennials have become the largest wine-consuming generation in the United States while also consuming wine at lower volumes than previous generations. According to Tauber, that environment encourages wine brands to create experiences that feel more accessible, engaging, and culturally relevant to contemporary consumers.

A visible part of the brand's identity is its collaboration with tattoo artist and television personality Ami James, whose involvement began in 2024. James, known globally through a tattoo reality TV show, serves as brand ambassador and has contributed original artwork and creative direction to several initiatives. The collaboration was formally announced by Ö-61 Wines as part of the brand's 'Get INKspired' campaign.

According to Tauber, one of the company's most significant initiatives has been the introduction of co-creation into the winemaking process. Ö-61 worked with James, culinary partners, and consumers to develop new wine concepts. The process involved identifying flavor inspirations, creating wine expressions, conducting tastings, and ultimately allowing consumers to vote on the final selections.

Five experimental wines were developed through that effort, each inspired by culinary influences and restaurant collaborations. Consumer voting at the 2026 South Beach Wine and Food Festival selected two wines for launch: a Sauvignon Blanc with a hint of fresh jalapeño and a Cabernet Sauvignon with a hint of roasted coffee.

According to Tauber, the goal was never to create sweet-flavored wines or overpower traditional varietals. Instead, he explains that the objective was to preserve the character and integrity of premium wine while introducing a subtle layer of flavor that complements, rather than replaces, the wine itself.

"The wine remains at the center of the experience," Tauber explains. "The additional notes are intentionally subtle. They are there to complement the wine, create curiosity, and give people a new way to experience wines they already enjoy without losing what makes those wines authentic."

The launch is also supported by a series of short-form digital films that document the inspiration, culinary influences and creative process behind each wine. Available via the QR code on every bottle and on Ö-61's social channels, the films follow the journey from restaurant kitchens to the final consumer vote, extending the experience beyond the tasting itself.

As VSPT Wine Group , through its Ö-61 portfolio, prepares to introduce the new collection in the United States, the combination of premium winemaking, subtle flavor innovation, art, and consumer co-creation reflects a broader effort to engage consumers through culture as much as product. From the ancient markings of Ötzi to contemporary collaborations shaped by consumer input, the company believes heritage and innovation can coexist in ways that invite wine drinkers to experience something both familiar and unexpectedly new.