Vermouth is currently all the rage, and adults (in the 35-45 age group) recognise that drinking vermouth is a social good, as it encourages relationships and gives a glamorous touch. A social lubricant in increasing demand. Bodegas Salado has a vermouth which does not connect with this consumer. With outdated and depersonalised visual codes, they propose we make it appealing, taking advantage of the fact it is a fashionable, trendy product. At the same time, there is a generational change at the winery, and they want to pay tribute to its origins, both visually and verbally, with a vintage look and feel which transports us back to another time of consumption, in more bar-like environment, enjoying classic tavern surroundings.