A creative agency decided to turn the labels of wine brand Bodegas Vihucas’s 8 TICKETS range into a board game. The company seeks to target younger demographics with its funky and interactive wine labels.

The label features a subway map on it, along with instructions on how to play the game. It also allows players to “build the memory of the moment by drawing, pasting stickers or writing.”

The 8 TICKETS drinking game wine label is able to accomplish its goal of addressing the preferences that Millennials tend to have when it comes to their consumption habits – favouring experience over the product itself.