KWV is launching a new logo and packaging for its KWV Classics range.

"The design implies that KWV is the heart of the business - inside 'the house', and to emphasise long history the phrase 'Established 1918' is now a permanent feature of the logo," the company said yesterday (9 February).

"The KWV Classics are continuing to be a success in the UK," said Gary Proctor, MD of Edward Cavendish, the KWV-owned UK distributor for KWV Classics. "Our research has shown that our consumers identify the brand as being traditional, aspirational and classic yet stylish so we have designed modern, new labelling that will communicate these key features and appeal to the increasingly sophisticated consumer."

The KWV Classics range includes KWV Chenin Blanc, Sauvignon Blanc, Chardonnay, Shiraz, Pinotage, Merlot and Cabernet Sauvignon. All the wines are priced at between GBP4.79 and GBP4.99 in the UK.

The new logo will be applied to KWV wines all over the world.