UK: Kendermanns to unveil brand redesign

By just-drinks.com editorial team | 26 March 2007

Kendermanns is to unveil a new pack design at this year's London International Wine and Spirit Fair.

The German wine producer said late last week that it hopes to attract those "unfamiliar with a progressive, modern style German wine" with the new livery.

Kendermanns, which in volume and value is the UK's no. 2 German wine, said the pack comprises a new, split label with a handscript logo on the larger label and a new blue tone K handscript branding on the screwcap. A matching royal blue foot label shows the grape variety and vintage, with the term 'fine wine' used as a shadow background text.

The company's Nik Schritz said: "In research, our target consumers praised the modern look for being progressive without sacrificing the essential, established Kendermanns' brand symbols. The new pack design achieves high stand out on shelf and is a natural progression to reflect the brand's personality and credentials to all of our consumers, worldwide."

In a statement the company said that worldwide, sales of Kendermanns are approaching 300,000 9-litre equivalent cases, with encouraging results also being shown in Scandinavia, Canada and the US.

Sectors: Wine