Buckingham Schenk has revealed label redesigns for Viñalba. Viñalba Gran Reservado Malbec and Viñalba Patagonia Cabernet Merlot are the first two wines in the range to have undergone a redesign since the brand was first launched in 2008. Both new labels have been developed with design agency Dare! and were unveiled at the Mercado Andino trade tasting earlier this month.
David Tromans, marketing manager at Buckingham Schenk comments: “We have focused on strengthening Viñalba’s identity to ensure its standout from its competitors and offers a point of difference. The brand’s core values of elegance and affordable luxury were the focal points of the design brief.”
Viñalba Gran Reservado Malbec was the first wine in the range to undergo a redesign as this being the flagship wine of the range, it was felt the packaging needed to be on a par with the quality of the wine. More striking copper foils and finishes were used to reflect its stature. The new label for Viñalba Patagonia Cabernet Merlot was re-developed to increase its impact on shelf given that this wine is aimed at the convenience market, whilst remaining true to its origin with the use of the indigenous ancient ‘Araucaria’ trees.
Craig Durham, managing director at Buckingham Schenk adds: “Viñalba is now recognised as one of the UK’s leading premium Argentine brands and the time was right to update the labels. We are very proud of its growth and success with sales now at one million bottles a year with a significant number retailing at over £10.
Viñalba is a joint venture between Buckingham Schenk and Mendoza-based Bodegas Fabre, which is owned by Hervé and Diane Joyaux Fabre. The brand retains as its core focus a number of Malbec-dominant blends with a range of different varieties from Mendoza and Patagonia and has 14 listings across the major off-trade retailers including Asda, Majestic Wine, Morrisons, Sainsbury’s, The Co-operative and Waitrose.
24 September 2015 - Felicity Murray The Drinks Report, editor
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