Belazu 1.34 density balsamic is the most popular premium vinegar in the UK.

Usually, Belazu talks about density being the definitive quality for premium Balsamic. 

Until two things changed: 

1) New market entrants are high density, but by using inauthentic 'cheat' methods. 

2) Belazu launched a thinner, but still high-quality balsamic, 1.25. 

I was tasked with concepting for the next level of differentiation. The attached is part of a 16-page booklet for instore activation, helping consumers understand the artisanal craft of making true balsamic - and why 1.34 costs £14 when many others on the shelf cost less than £5. 

The idea of 'The Fade' came from researching about Quality Control in Traditional Balsamic (the £100 a bottle stuff) then tasting the rival vinegar, deconstructing the reasons why it wouldn't pass the rigorous tests, and the reasons ours would.