Clare Valley winery Taylors has given its classic Estate white wines and pinot noir a label update, due in market in early 2022.
All of the white varietals and pinot noir have undergone a full update, with changes to the bottle shape, brand block design and label, in line with the wider Estate portfolio.
“It’s very exciting to be bringing an updated look to our family’s foundation range. The Estate range represents the Taylors’ house style, delivering exceptional value and consistency with every vintage,” said third generation winemaker and Managing Director Mitchell Taylor.
“Like our classic Estate Cabernet Sauvignon and Estate Shiraz wines, our Estate whites have become a delicious drink to enjoy with friends and family around the dinner table. The new design conveys the idea of refreshment whilst giving a modern, crisp feel to our classic look.”
The packaging upgrade is set to appear in all of Taylors key international markets and was designed in collaboration with agency, Denomination. The update includes a change to a premium Burgundy bottle for Taylors Estate Chardonnay, Estate Sauvignon Blanc, Estate Pinot Gris and Estate Pinot Noir, with white wines topped with an elegant white and gold Taylors brand block and white and gold screw cap. The white and gold finishes will also appear on the Taylors Estate Riesling, which remains in the traditional Alsace bottle. Taylors innovative ‘Optimum Drinking Temperature Sensors’ will remain as a key feature on the back label.
To promote the new look, Taylors will showcase the design upgrade across Out of Home Smartlite screens via Shopper Media near select wine retailers, on-bottle point of sale, and paid advertising across select print and digital trade channels.
The new look will appear on shelves at the beginning of 2022 with promotional materials to appear in February. Taylors Estate wines are available at most wine retailers for RRP $22.
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