Villa Maria unveils bottle redesign for core wine ranges

New Zealand winery Villa Maria is unveiling a new premium look for its whole wine portfolio this month.

The redesigned packaging is design to be contemporary and fresh while reflecting the brand's 60-year heritage in the wine industry.

First to adopt the new look will be Villa Maria's Private Bin range, which has gained popularity worldwide, followed by its Cellar Selection and Reserve wines.

Sarah Szegota, head of marketing and communications at Villa Maria, said: "After extensive research we are delighted to roll out new elegant and contemporary packaging for the Villa Maria Private Bin, Cellar Selection and Reserve ranges.

"The new look enables loyal customers to recognise our trusted brand and exceptional wines."

The redesign has been supported by global consumer research conducted by Lumaten; Villa Maria says the company's SHOPPER360 research technology, which utilises virtual reality to create an immersive shopper experience, has enabled it to gain a deeper understanding of what consumers look for when choosing wine in a retail environment.

As a result of this research, Villa Maria has subtly redesigned its logo with a bolder font stroke for better legibility and changed the hierarchy of information shown on its labels. The labels themselves are now slightly smaller to expose more of the bottle, which is now made with a darker glass, and the screw cap design has also been updated.

Paul Fitzgerald, Lumaten's co-founder and CEO, said: "We are very proud to have partnered with Villa Maria in providing support in the refresh of the labels for their award-winning wines."

Szegota added: "By putting consumers at the heart of our decision making we have landed with a more contemporary look across our Private Bin, Cellar Selection and Reserve ranges that is engaging and aspirational, while still acknowledging Villa Maria's heritage and long-standing commitment to producing award-winning wines."

The new Private Bin labels will land in stores nationwide in the UK from September, followed by the Cellar Selection and Reserve ranges."

14 July 2021 - Bethany Whymark