In order to expose customers to new and different wines, Whole Foods Market showcased wines from different countries twice yearly. The objective of the campaign was to capture the essence of these places (South America, Italy, etc) in a quick way that would be arresting in a busy store environment. The campaign was designed to have legs, allowing stores to expand upon and merchandise around the concept for the season. For instance, an Italian wine poster featuring a Vespa inspired store artists to create case sets around actual Vespas in the wine departments.