In Cariñena, a land of sun and garnacha, there is a winery that dares to give wine a new face every year. Bodegas Care, known for its bold style and close relationship with art and design, has just presented the new label for Care Nouveau 2025, its youngest and most vibrant wine.
The event took place at the Zaragoza workshop of Prokö Complementos, the setting for the unveiling of the new wine image and the announcement of the winner of the annual “Put a Face on Wine” contest. Designer Laura Montes García, a fashion design graduate with a master’s in costume design, has been chosen as the artist to dress this young wine, which will reach glasses in Aragon the third week of November.
“I am a costume designer for theater and film, and illustration has always been my working tool as a costume designer. My proposal for Care Nouveau encompasses a lot of fashion, a very vital concept of Nuit, and a design made from the heart,” explains Laura Montes, who will receive a prize of 1,000 euros for her design.
A design with a young and rebellious soul
This label works because it doesn’t try to look like a traditional expensive wine, but it also doesn’t fall into the naïve or amateur category. It is sophisticatedly carefree. As Laura explains:
“This label conveys exactly what Care Nouveau wants to be: a young wine that takes itself seriously without taking itself too seriously. Rebellious for a cause, free with criteria, accessible with personality.”
The design is perfectly aligned with current trends: a return to hand-drawn digital illustration, 70s-80s nostalgia filtered by millennial-Gen Z sensibility, and packaging with narratives that need no explanation yet invite questions. It is intelligent design that doesn’t shout but makes itself known.
With it, Laura aims to represent a young girl like any other: rebellious, free, and a lover of good wine.
“It is commonly believed that young people do not appreciate a good wine, and with this design, I aim to reclaim the opposite. With this, I also refer to wine, as being young does not make it any less special.”
The tattoo on the bottle was intended to represent that touch of rebellion and passion that characterizes both the young audience and Care Nouveau itself.
Design and wine, a natural alliance
The choice of location for the presentation was not coincidental. Nacho Lázaro, director and manager of Bodegas Care, explains it this way:
“We wanted a place that radiated creativity, a space full of vitality, and the PROKÖ workshop seemed perfect to us. It reflects what we seek every year with this contest: that design and wine share the same innovative and fresh spirit.”
From the 15 finalist proposals, the jury, led by Ana Bendicho from Estudio Novo, also wanted to highlight the work of Ariadna Covela and Irene Casas Gil, awarding them respective merit prizes for their proposals, which stood out for their originality and ability to convey the brand’s values.
The jury agrees that this contest, which takes place each year coinciding with the release of the first wine of the new harvest, has become a true homage to design: a perfect symbiosis between wine, art, and contemporary creativity.
Care Nouveau. A tradition reimagined
Tempranillo. The Spanish Beaujolais.
In just 90 days, Care achieves what seems impossible: transforming the grape into a young and vibrant wine that transports the legendary French tradition of Beaujolais to the Aragonese vineyards. The Nouveau represents an enological balancing act where haste does not compromise quality: while other wines rest for months, this carefree and fresh wine makes an express journey from vine to glass, especially appealing to younger palates with its characteristic purplish tones and explosion of fruity aromas.
“The Nouveau represents the essence of our winery: innovation and tradition. It is the first wine of the year, a young production that goes from vine to glass in less than 90 days, following the tradition of French Beaujolais but with an Aragonese identity. And each year we want new design harvests to dress this wine,” adds Nacho Lázaro.
Bodegas Care: where art dresses wine
Since 2015, Bodegas Care has turned the launch of Nouveau into an annual event celebrating Spanish design. Care — whose name evokes both the ancient Roman name of Cariñena and the Anglo-Saxon concept of “care” — renews its graphic identity each year to showcase the talent of Spanish designers.
The brand, recognizable by the face motif created by artist Enrique Torrijos, seeks disruptive proposals that identify a quality wine without losing the winery’s identity: an artistic image of primitive inspiration fused with modernity.
New wine, new experiences
Available from the third week of November, the Care Nouveau 2025 with its new image will reach bars, restaurants, and specialty stores across Spain. Additionally, it will continue its international expansion into markets such as Germany, the Czech Republic, the Netherlands, the Baltic countries, Switzerland, Japan, and Denmark.
A wine that celebrates youth, freshness, and boldness. A wine that unveils a new face each year to remind us that tradition also knows how to reinvent itself.
