Behind The Label: Les Athlètes du Vin & Michel Tolmer
BEHIND THE LABEL
Les Athlètes du Vin | Vini Be Good | Artist: Michel Tolmer
With its distinctive "sporty" labels, Les Athlètes du Vin is developing quite a cult following. The wines are from a négociant project made by a group of friends in the Loire Valley known as 'Vini Be Good.' When Francis del Tedesco, a founding partner, was asked where the idea came from, he said he was just looking out the window and saw the gym across from his office. He instantly thought of 'Les Athlètes du Vin' and ran with it (pun intended). The idea being winemaking (and drinking wine) is a kind of sport. "Basically, we joked around so much with the idea, and because of that, we knew that the name was good," said Francis.
MICHEL TOLMER
Michel Tolmer is a French artist, illustrator, and cartoonist who is the unofficial star artist of the French natural wine movement. His work is easily recognisable and you’ll often see copy cat illustrations of his art in the wine marketing world, but there's nothing more complimentary than a real deal Michel Tolmer wine label collaboration.
The partners had met Michel Tolmer at previous wine fairs and liked his style (but, of course). They approached him with their ideas and ethos on winemaking, and we're guessing some bottles from Vini Be Good for good measure, and long story short - Michel agreed to design the labels.
How do they decide which sport to feature?
For the first label (Sauvignon), Michel drew someone jumping rope – with the ends of the ropes as bottles of wine. For all the labels hereafter, winemakers are asked about their favourite sport, and Michel takes it from there, creating ironical and fantastical illustrations in a way only he can do.
Voilà - l’histoire des Athlètes du Vin’s labels!
Les Athlètes du Vin at Wild Wines
Wild Wines carry Les Athlètes du Vin Sauvignon Blanc, Chardonnay, Chenin Blanc, and Pineau d' Aunis. We also have some exciting news! Because these have gone down such a treat, we will soon have their Gamay and Groulleau in stock!
