Some objects are created to be used.
Others are created to be remembered.
Cabert Wine Poker was created to do both.
The project reinterprets classic poker cards through the language of wine, transforming a simple deck into a visual, cultural, and collectible experience. A new way to talk about the world of wine beyond the bottle, through design, play, and conviviality.
Each card has been completely redesigned with a contemporary geometric style, while retaining all the functionality of the traditional game.
The four suits become the four souls of wine:
The goal was to create an immediately recognizable visual system, capable of combining aesthetics, storytelling, and gameplay.
In the world of wine, merchandising often remains a mere accessory.
With Cabert Wine Poker, the concept changes completely.
The deck becomes:
The cards are used, passed around, photographed, and preserved.
The brand thus lives on over time, well beyond the moment of purchasing a bottle.
The project features phrases and symbols related to wine culture, naturally inserted into the card design.
The result is an object that tells the story of wine without being didactic, transforming every game into a moment of discovery and conversation.
Cabert Wine Poker was born from this very idea: to make wine an accessible, contemporary, and memorable language.
The project won the National Bronze Award at the Agorà Prize, one of the most important Italian awards for communication and advertising.
This result confirms the power of design as a communication tool, even in the wine & spirits sector, which is increasingly focused on experiences, visual identity, and emotional engagement.
Cabert Wine Poker represents a new way to experience wine merchandising: not just as a promotional item, but as an extension of the brand experience.
Because wine isn’t just what’s in the glass.
It’s ritual, connection, memory, play, and sharing.