Diageo has followed yesterday's (25 February) announcement that it is broadening its Blossom Hill offering in the UK by unveiling updated packaging for the wine brand in the country.

The drinks giant said today that the packaging revamp will be "the focus for Blossom Hill's sales and marketing strategy going forward", and forms part of a communications, trade marketing and new product development plan for this year. Included in the campaign is the launch of consumer website www.blossomhill.com, the launch of Blossom Hill Perfect Glass, sponsorship of the Wimbledon Lawn Tennis Championship and a prime time television advertising push.

"We want to redefine the wine market with a packaging that is truly iconic," said Blossom Hill brand manager Carol Chan. "The wine aisle is still very confusing and crowded and we know that many consumers struggle to find what they want. We wanted the new look to have really excellent shelf stand-out while expressing its premium credentials through the materials and images used. Above all, we wanted to communicate Blossom Hill's personality - it's vibrant, approachable and appealing."

Earlier this week, Diageo said it will be adding six new wines from three other wine-producing countries to its UK offering in the coming weeks. The Blossom Hill selection will comprise a Pinot Grigio and a Montepulciano d'Abruzzo from Italy, a Sauvignon Blanc and a Cabernet Sauvignon from Chile, and a Chenin Blanc and a Shiraz from South Africa.