Wine can be an elitist subject, once you look beyond the common choices at local supermarkets. brand unit teamed up with Alba Communications to stem that notion and offer uncomplicated access to the exquisite WEIN & CO world of wines. The WEIN & CO magazine is more than just advertisement, it is a lifestyle magazine. The focus lays on storytelling that encourages exploring everything WEIN & CO has to offer without solely targeting wine experts. Being more of a magazine for wine lovers, it is distributed among WEIN & CO customers, especially aimed at new customers. The magazine will be published four times a year with a print run of 80,000, making it the most-read wine magazine in the Austrian market. On the one hand, the brand unit developed the magazine’s design and on the other hand, also defined its photo library. The design finds inspiration in the digital world, which is visible by the use of various frames throughout the magazine, already visible on the cover. The cover concept avoids using well-known personalities but rather highlights “normal” people. These people are found with the help of social media by documenting wine and food tastings. One of the participants will end up on the cover. brand unit’s Albert Handler defined the pictorial world for the core areas food, documentary, and portraits. Alba Communications, one of brand unit’s longtime partners, is responsible for the editorial content.