Calabria Family Wines has unveiled a new look for its easy-drinking Calabria Richland series.
The range is inspired by Calabria Family Wines’ founder Francesco Calabria, who boarded the Regina D’Italia ship in Italy in 1929, bound for Australia in search of a better life. Francesco would often write letters to his wife and son, who remained in Italy until Francesco could establish a new life for them, describing Australia as a ‘Rich Land’ with layered landscapes, Mediterranean climate, fertile soils and deep blue waters.
“Our Richland wines consistently over-deliver and have become a go-to option for value for money and quality," Sales & Marketing Manager Andrew Calabria said.
"The new design celebrates the past while bringing a refreshing new look to the range that’s ready for the future."
The update centres on a revamped logo with the synonymous Richland ‘R’ evolving from the classic script to a more modern and distinctive typeface.
Integrated into the ‘R’ are vineyard patchwork elements, outlining the textured rows of grapevines and bringing to life the nature of the terrain and rich fertile soils of the Calabria Family’s Riverina vineyard.
The ‘R’ is now separated from the bold Richland logo, which incorporates a similar modern-feel, with detailed line work within the lettering.
“The Richland range has a wonderful history and at its price point presents tremendous value for consumers," Calabria said.
"With our recent expansion into the Barossa Valley, we will begin to introduce new varietals and regional expressions to the range that span both the Barossa and Riverina regions for wine drinkers to explore and retailers to get excited about.”
The range refresh comes as the industry sees outstanding value growth in the $10-$15 price category.
The new-look Calabria Richland begins rolling out this week with the Calabria Richland Pinot Noir 2020. The remaining varieties across the range arrive on the shelf later this year. Available from select wine retailers for RRP $11.95.
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