Blossom Hill is revamping the packaging of its 17-strong wine portfolio in the UK.

Launching this month, the redesign is part of the brand's new campaign to push the single varietal range and acquire market share from rival wine brands, the company said yesterday (3 May).

Products within the brand portfolio will be clearly differentiated, thanks to the new design, the Diageo-owned unit added.

"Consumers have a strong perception of the Blossom Hill brand and easily identify with its fresh, fruity and easy-drinking style," said Blossom Hill senior brand manager, Helen Wright.

"We want them to feel at ease when choosing a bottle of wine and the new revamped packaging will ensure just that. Heavy investment in the redesign and supporting advertising will reaffirm Blossom Hill with current consumers whilst attracting new recruits."

Among the changes will be a new bottleneck, which will lose its typical California-style lip in favour of a streamlined format, a result of consumer research, which found that this is more widely associated with premium quality wines.