DAS PHANTOM
2024
A Campaign Between Myth and Emotion
TO LOSE YOUR WAY WOULD BE INHUMAN.
What could be more delightful to lose yourself in than balmy summer-night dreams, in the intoxicating mood of a promising evening?
And there is hardly anyone who can escape it – the Phantom, suddenly reappearing from every direction, as unexpected as it is hoped for, without ever leading you astray:
The finest Blaufränkisch cuvée of the 2024 vintage.
And since there can be no mistake about it, it is only human to call out to everyone:
Stop wandering. Find your way, your destination and a joy you may have almost forgotten!
MAKING OF: DAS PHANTOM 2024
Lost, Seduced, Found
Every vintage tells its own story, but 2024 feels different: lighter, more playful, almost like a dream – a Midsummer Night’s Dream. A year that began early, with ripe grapes already being harvested in August, shaped by dynamism and a remarkable sense of vitality. This is what inspired the new campaign for DAS PHANTOM – a visual world designed to seduce.
At its centre is a maze, a place where you can lose your way and perhaps discover exactly what you were never looking for. The imagery captures this feeling: a woman moving between tall hedges, two glasses in her hands. Her destination seems uncertain until it reveals itself – DAS PHANTOM. And it does not appear just once. Suddenly, it seems to be everywhere. A game of orientation and temptation.
The styling carries this idea even further: with “Le Jardin Fleuri”, designer Nicolas Dudek creates an opulent explosion of tulle – a dress like a blossoming dream in the middle of the green maze. Light and ethereal on the one hand, yet dramatic and deliberately exaggerated on the other.
The campaign leaves room for interpretation and personal thought, while the maze itself becomes a metaphor. Because DAS PHANTOM 2024 is equally multi-layered and vibrant, with fruit and depth unfolding on both the nose and palate.
Markus Kirnbauer remains in the background – present as the Phantom, yet hidden. Just like DAS PHANTOM 2024 itself, this campaign invites you to find your own way.
How DAS PHANTOM Comes to Life in the Maze
A conversation with Markus Kirnbauer, Karin Teigl aka Constantly K and Joachim Haslinger about the new campaign.
Markus, how does an idea for a campaign like this come about?
Markus Kirnbauer: The 2024 vintage was extremely early. In some vineyards, we were already harvesting in August, so the key phrase was “A Midsummer Night’s Dream”. We wanted to translate this ripeness and dynamism into emotion.
DAS PHANTOM appears in several places at once in the campaign image – why? Markus: The Phantom is never just a figure. It is more of a feeling or an idea. That is why it is everywhere in the maze, around every corner and at every turn. You cannot really escape it – but then again, you do not really want to.
Karin, what does it feel like to be part of this story? Karin Teigl: Very special. I have been working with the Kirnbauers for years, and it has long since become more than a collaboration. It has developed into a friendship. You can feel that trust during the shoot as well.
The campaign plays with the idea of losing your way. How do you personally deal with moments when you feel “lost”? Karin: I withdraw and go offline, which really helps me. I step away from all the noise, question things and eventually find my way back to myself.
What does mindful enjoyment mean to you? Karin: We all live in such a fast-paced world that we are rarely truly in the moment. For me, mindful enjoyment means taking time. Without my phone, but perhaps with a good glass of wine. Or even without alcohol – just sitting there, eating gummy bears, looking into the distance and consciously enjoying the moment.
Where do you most enjoy a glass of DAS PHANTOM? Karin: In summer, at a barbecue with good meat or fish out on the terrace. In winter, I actually drink it slightly chilled as well – something I learned from the Kirnbauers. Ideally in front of the fireplace with the TV on, completely relaxed. I love that!
Joachim, how much preparation goes into a shoot like this? Joachim Haslinger: A lot. We visited several mazes in and around Vienna before finding the right location. My wife organises a great deal behind the scenes, from permits to schedules. It takes weeks of preparation.
And what about the day of the shoot itself? Joachim: Every minute is planned. We had around eight hours, first for an editorial series and then for the actual campaign image. This year was a real challenge.
What was the biggest photographic challenge? Joachim: A maze only really works visually from a certain height. So perspective is everything. At the same time, you still need to convey emotion. Combining the two was challenging.
What is it like working with Karin in front of the camera? Joachim: Karin brings an incredible amount of energy and immediately understands what it is all about – both visually and emotionally. That produces a lot of great images. In the end, we had several hundred shots, and a remarkable number of them were genuinely fantastic.
Markus, what is it like switching roles once a year – from winemaker to model? Markus: Normally, the wine plays the leading role here – I do not particularly enjoy putting myself in the spotlight. But this year’s concept suits me quite well, because I am always somewhere in the background. (laughs)
What defines DAS PHANTOM 2024? Markus: It is an explosion of fruit, extremely vibrant and with enormous potential. At the same time, DAS PHANTOM tells a new story every year, each with its own Iconic Word. It is our calling card – and therefore also our greatest responsibility. Finding the perfect blend of the different cuvée components every year is both immensely rewarding and a real challenge.
Why is this campaign so important to you? Markus: Because it captures exactly who we are. We do not just make wine – we create emotion and experiences, and we embrace a little bit of craziness along the way. (laughs)
Maturation & Origin
Our flagship cuvée, led by Blaufränkisch and complemented by Cabernet, Merlot and Syrah, reveals a deep garnet-red colour. Its remarkable viscosity is reflected in slow, tightly formed legs in the glass, an early sign of its concentration and structure. Eighteen months in French oak barriques lend the wine additional depth, complexity and finely integrated oak notes.
Tasting Note
The nose reveals layer upon layer of aromas: Amarena cherry meets cool mint and the delicate tartness of rowan berry. Ripe cranberry and blackberry add juicy fruit intensity, while earthy notes from the Merlot bring depth and warmth, complemented by pecan, dark chocolate and subtle spice.
On the palate, the wine is precise and fruit-driven, with cherry taking centre stage. A delicate salty edge and spicy, almost oriental notes add tension and complexity. Fruit, spice and acidity come together in perfect balance. The long, lingering finish reveals promising tannins that give the wine structure, depth and plenty of ageing potential.
