The Cuvée Helltown Project

Above: Chris McCarthy (PAAM), Pickle (Perry’s), and Billy Marshall (Perry’s)

Since 1914 and 1934 respectively, PAAM and Perry’s Fine Wines and Liquors have been leaders of their fields in Provincetown—promoting and nurturing the fine arts, and celebrating fine wine and the best of Provincetown living.

This fall, we are excited to announce a new partnership, The Cuvée Helltown Project: a marriage of fine art and fine wine at the end of Cape Cod.

We are looking for an incredible artist to create an extraordinary piece of art that epitomizes the magic of summer in Provincetown. This artwork will be featured on the front label of Cuvée Helltown, a stunning rosé wine specially selected by Perry’s for Summer 2020.

To celebrate and further strengthen PAAM’s work of nurturing art and artists on the Cape and here in Provincetown, America’s oldest continuous artist colony, Perry’s will give a $1000 prize to the artist of the winning design and donate $1 from every bottle sold over Summer 2020 to PAAM.


Create a beautiful, contemporary artwork that epitomizes the magic of summer in Provincetown. This will be featured on the front label of the Cuvée Helltown rosé bottle and other selected print assets.

The project is open to artists who are current members of PAAM through December, 2019. Anyone may join or renew upon submitting artwork. The deadline for submission is December 13 at 5pm.

PAAM is accepting submissions on a rolling basis. Please drop off artwork during Museum hours only (Thursday-Sunday, 12-5pm), or ship to: PAAM, Attn: Cuvee Helltown, 460 Commercial Street, Provincetown MA 02657.


The prize for the winning entry will be $1000 paid to the winning artist. The winner will be announced by December 24.

Submissions will be judged and the winner picked by the following panel: Christine McCarthy, PAAM CEO; Vicky Tomayko, Artist; Bert Yarborough, Artist; Charlie Greener and Billy Marshall, Owners of Perry’s.



Whilst the majority of the reproduction of the artwork will be on a portrait wine label, we want to have some level of flexibility to use it on other touchpoints that might be landscape or in different dimensions (think post cards, posters or tote bags). Please keep in mind during the design process.


The bottom part of label will have Perry’s logo and the product name. The artwork above and this lower area of the label will be integrated together by a graphic designer to create the final full label for printing.











This is the in-store environment where the bottle will predominantly be merchandised (in a fridge next to other rosés).












Questions or inquiries

Please contact Charlie Greener: