UK retailer Marks & Spencer has released a wine with a label designed to be coloured in, tapping into a growing trend for adult colouring-in books said to aid meditation and mindfulness.
The high street retailer worked with Royal Academy of Art graduate and illustrator Daisy Fletcher on the design, which is featured on a bottle of Chilean Sauvignon Blanc.
Called Colour Me Sauvignon Blanc, consumers are being encouraged to colour in the plain label having drunk the bottle, and then post an image on social media using the #colourmewines for the chance to win a magnum of Prosecco.
Writing to her Instagram page, Fletcher said: “They approached me a few months ago with the idea of creating a label which could be coloured in to go with a carefully chosen wine, great for sharing with friends.”
The Chilean wine, priced at £8, is described as ‘crisp, fruity and fresh’ with top notes of gooseberry, lime and passion fruit, and will hit the shelves this week.
The trend for adult colouring books began in 2014. It’s said to be a helpful tool to relax and be present, with a calming affect similar to yoga or meditation.
