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Wölffer Rosé Cider Meets Route 27 East in Artist’s Creative Collage for Charity
Artist Greg Weinstein transforms Wölffer cider packaging into a familiar Hamptons road sign, bringing together art, local brands and a Bridgehampton cause.
There’s something about Route 27 that says Hamptons. And few things say summer on the East End quite like Wölffer rosé.
Long Island collage artist Greg Weinstein has brought the two together in an unexpected way, transforming the pink, black and white packaging from Wölffer Estate Vineyard’s No. 139 Dry Rosé Cider into a handmade EAST 27 road sign.
The original artwork, titled “Next Exit: Wölffer,” is now being auctioned to benefit the Bridgehampton Child Care & Recreational Center, bringing together Weinstein, Wölffer Estate Vineyard and The HUB Hamptons in Bridgehampton for a creative collaboration with a local purpose.
Weinstein constructed the sign entirely from the cider’s original packaging, cutting and arranging the lettering, numbers and graphic patterns by hand against a bright blue sky.
“I love taking something familiar and making people see it differently,” Weinstein said. “Wölffer’s packaging is so recognizable, and Montauk Highway is practically synonymous with the Hamptons. I thought it would be interesting to take one iconic piece of the East End and use it to create another.”
The artist is known for his intricate hand-cut collages made from vintage comic books, sheet music, cereal boxes and other printed materials. Rather than reproducing images digitally, he uses the original materials to create something new.
The framed, 23-by-29-inch collage made its debut at The HUB Hamptons’ Meet the Artists event on Oct. 16.
Joey Wölffer, chief brand officer and co-owner of Wölffer Estate Vineyard, welcomed the collaboration and its charitable mission.
“At Wölffer, we’ve always believed that being part of the Hamptons means being part of its community,” she said. “I love seeing our iconic cider packaging reimagined through Greg’s creativity into something that celebrates the East End in such a unique way.”
The Bridgehampton Child Care & Recreational Center, which provides educational, recreational and family support programs, is especially meaningful to Wölffer.
“The Bridgehampton Child Care & Recreational Center is a cause particularly close to my heart, and I’ve seen firsthand the incredible impact they have on local children and families,” she said.
Michael Catalano, founder of The HUB Hamptons, said the project reflects the Bridgehampton venue’s commitment to connecting community — local artists, businesses and nonprofit organizations.
“When you have a space that brings people together, you have an opportunity to put it to good use,” Catalano (HUB founder) said.
Half of the winning auction bid will benefit the Bridgehampton Child Care & Recreational Center.
How to Bid
The online silent auction for “Next Exit: Wölffer” runs through Saturday, Oct. 31, at 1 p.m., with bidding starting at $250.
The framed artwork measures 23 by 29 inches. Pickup is available at The HUB Hamptons, 2183 Montauk Highway, Bridgehampton, with shipping or delivery arrangements available through The HUB.
Bid online: https://www.zeffy.com/en-US/ticketing/greg-weinstein-x-wolffer-dry-rose-cider-packaging-live-collage-artwork-charity-auction-at-the-hub-benefiting-the-bridgehampton-child-care-and-recreational-center
Artist: https://gregweinstein.art/
The HUB Hamptons: https://www.hubhamptons.com/
Bridgehampton Child Care & Recreational Center: https://bhccrc.org/