VSPT Wine Group to Launch Ö-61 Collection in U.S.

The new premium wine brand features flavors selected by consumers during a 2026 industry festival.

Updated on Oct. 22, 2026 in Wine

VSPT Wine Group is launching its new Ö-61 wine collection in the U.S. following a consumer-led selection process held during the 2026 South Beach festival. AI Illustration. Upload story photo >

Live Poll

Do you prefer traditional wine varietals over premium wines infused with modern flavor innovations?

VSPT Wine Group is preparing to launch its new Ö-61 premium wine collection in the United States. The release follows a consumer-driven co-creation process that resulted in two distinct wine varieties.

Why it matters

The brand intends to bridge the gap between traditional wines and flavored options to reach Millennial consumers who are drinking at lower volumes. This strategy focuses on adapting product offerings to align with evolving preferences in the alcohol industry.

The collection features two wines selected from five experimental varieties, including a Sauvignon Blanc with jalapeño and a Cabernet Sauvignon with roasted coffee. Each bottle includes a QR code linking to documentaries detailing the production process.

The players

VSPT Wine Group

This organization is a global wine producer that developed the Ö-61 brand to reach younger demographics.

Ami James

A well-known tattoo artist who collaborated with the brand starting in 2024 to lead the Get INKspired campaign.

The details

The Ö-61 brand, which draws its name from the 61 markings found on the 5,000-year-old mummy Ötzi, was developed in collaboration with tattoo artist Ami James. Consumers finalized the selection of the two launch varieties through voting at the 2026 South Beach Wine and Food Festival.

The 5,000-year-old mummy Ötzi was discovered in the Alps.
Tattoo artist Ami James began collaborating with the brand in 2024.
Consumers voted on the final wine selections during the 2026 South Beach Wine and Food Festival.

Culture Shift

The introduction of the Ö-61 line mirrors the broader trend of brands responding to Millennials consuming wine at lower volumes. This shift pushes traditional vintners to experiment with flavor-forward profiles to maintain relevance with a changing consumer base.

Consumers can expect to see these new varieties on retail shelves following the U.S. launch. The inclusion of QR codes on bottles allows drinkers to engage directly with the production history and artistic collaboration process from their own devices.

The takeaway

This brand strategy demonstrates how companies are using consumer voting and interactive digital media to attract younger buyers. Buyers looking for unconventional flavor profiles may find these new offerings as an alternative to traditional, static wine lists.