OD11 digital HR - Flipbook - Page 68
BRUCE JACK:
HUMANO EX MACHINA
It’s been another extraordinary year at Bruce Jack Wines,
where out-of-the-bottle thinking runs free
T
he wines made by
Bruce Jack (1987G) can
be described as many
things, but conventional
is not one of them. And Ghost in
the Machine is perhaps the most
unconventional of all his ranges.
It exists to give winemaking
imagination and passion free
rein, says Bruce: “The wines are
not interested in market trends
66 | THE OLD DIOCESAN
and the whims of wine writers.
While they push the boundaries
of winemaking, the philosophical
concept behind the name refers
to the sanctuary and power of the
human imagination, especially
in this time of AI.” The wines’
labelling reflects this – and it’s
caught the eye of the design
world, earning the titles of Best
Product Range (Wine), Best New
Wine and Supreme Champion at
the Harpers Design Awards 2024.
Organised by Harpers Wine
& Spirit Trade News, the Harpers
Design Awards honour creativity
and innovation in drinks packaging
across the wine, spirits, beer and
cider sectors, demonstrating how
outstanding design can captivate
consumers and contribute to
product success.
