TART: Classy Tart

The new TART Daytime Rose has reclaimed the word 'tart' for all women, flipping its meaning from one designed to inflict shame to one of celebration and empowerment. The idea behind TART is to celebrate and embrace women who are unashamedly themselves. You can be talented. Shy. Sassy. Classy. You can be all of those things in the space of an hour. Or, none of them. It's all about accepting women for who they are, because every single one of us is a badass tart in our own right… And if we want to drink wine out of a can, during the day, we will.
Agency: Dig

TART is a light, bubbly dry rosé with notes of guava and strawberries and cream and a tangy twist of granny smith apple acidity for freshness, jammed into a sustainable 250ml can. With 30% less alcohol and only 75 calories per 150ml serve, it’s light and refreshing wine that lives up to its “no bullsh*t” ethos. Giving weight to its change-maker mission, TART has partnered with MOXIE tampons to help end period poverty, donating a tampon to women in need for every can sold.