Ercole

Say "air-koh-lay" :)

Started by a midwestern Scandinavian who fell in love with Italian wines, The Piedmont Guy had a flagship brand of their own, called Ercole.

A delicious, chuggable liter of DOC Barbera at an amazing price ... but why didn’t it sell? Well: it had a dogshit label, featuring none other than a drawing of the owner’s dog (deceased).

Sales have doubled, year-over-year, since the rebrand in 2019 — carrying the parent company through the pandemic, becoming a darling of art directors and food mags, even making a cameo in Taylor Swift’s music video featuring Sadie Sink :)

Designer:
Neil Hubert

Photography:
Stephanie Gonot