The wine industry is steeped in history and tradition. But some traditions are meant to be broken. From its concrete casks and extended maceration process to its street art-inspired label, INTRINSIC Wine Co. Is a new kind of wine targeting a new kind of wine drinker. This consumer-focused campaign embraces the rebellious spirit of the company, positioning the brand as a challenger hellbent on rewriting the rules—challenging how wine is made, how it looks, and how it’s enjoyed.