The Prisoner Wine Company Wants To Change Its Controversial Image

Posted: Dec 08, 2022

The Prisoner Wine Company has garnered quite the following thanks to a selection of award-winning reds, whites, and rosés. But in addition to acclaim, the brand has also been subject to criticism over its gloomy branding and glamorization of incarceration.

Critics have called out The Prisoner for its grim marketing—their wines have names like Erased, Eternally Silenced, Syndrome, and Complicit. The images featured on the wine labels are also pretty bleak and reference incarceration: people in chains and scratches on a jail cell wall.

Earlier this month, San Francisco Chronicle wine critic Esther Mobley wrote: “I was struck by how distasteful it seemed that the company released wines with lurid names like Derange and Eternally Silenced—all of which seemed to trivialize the harsh realities of mass incarceration in our society.”

As The Drinks Business reports, it does appear that the brand is now hoping to refresh its marketing, along with a new commitment to changing prison and bail reform. On their website, The Prisoner has detailed a number of ways they plan to use their "platform to drive awareness and action."

"We have increased our investment in education, behavioral change, and hiring practices to create greater representation, access to opportunities, and fair treatment for all at The Prisoner Wine Company and within the wine industry," a statement on their site reads.

By Danielle Harling
Source and Complete Article:
Date: December 7 2022

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