Introducing Black Cellar: The Secret Is In The Cellar


Pam McMeekin

Walking into Union Wood Co., it’s hard not to notice how amazing the space is. With corrugated metal walls and sprawling roof-climbing vines, we knew it was the perfect fit for our latest client shoot.

When our client Andrew Peller Ltd. reached out to us to create content for their brand Black Cellar, we were excited for the change of pace. We’ve been lucky to work with Andrew Peller Ltd. for over a year and a half, helping curate unique personas for a number of their brands, including Sandhill WinesRed Rooster Wine, and Unreserved Wine. Earlier this year we added Raven Conspiracy Wine and XOXO Wines to the list. Our most recent wine client shoot was with ultra-feminine brand XOXO Wines, so Black Cellar’s masculine, craftsmanship-focused brand was an exciting opportunity for us to develop yet another unique brand persona.

Black Cellar offers three smooth, unique blended wines – Shiraz-Cabernet, Malbec-Merlot and Pinot Grigio Chardonnay. All three blends use Canadian grapes and are sold in private and government-liquor stores across Canada. We knew we wanted to capture the essence of these blended wines, and their history of craftsmanship in photos that can be utilised across a variety of platforms.

Drawing inspiration from the photoshoot location, Union Wood Co., and Black Cellar’s dedication to craftsmanship, account director Pam McMeekin developed a mood board, Pinterest board and comprehensive shot list for the content creation shoot. The shoot featured a mixture of all things craftsmanship; from woodworking, flower arranging and cooking.

To help bring the vision to life, we enlisted collective member and photographer Allison Kuhl to capture our Black Cellar vision. Using Pam’s photo styling and Allison’s photography skills, we managed to capture every detail of the shoot from the courtyard’s twinkly lights to the perfect lemon squeeze.

During the shoot we got the opportunity to fully immerse ourselves in the craftsmanship experience, learning tips and tricks from our collective about their respective crafts. Research coordinator Jen shared her delight in learning a new trick to lemon squeezing with the team: “I learned to cut the lemon across from short edge to short edge without slicing the rind. It seriously works! It was either the juiciest lemon ever or this trick really does work – I’m going with the latter. It was the never ending lemon!”.

Follow Black Cellar Wine on Instagram and Facebook.

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