The new-look bottles are available from this month

The new-look bottles are available from this month

Treasury Wine Estates (TWE) is to roll out new logos and packaging for Lindeman’s wine. 

The Australia-based wine producer, which this week pulled out of negotiations over a potential sale, said the redesign will help consumers differentiate between the Lindeman’s ranges and reflect its 170-year history in Australia's Hunter Valley. Changes include a new crest featuring the original homestead of founder Henry Lindeman, and an updated Lindeman’s wreath.

Mathew Bird, marketing director for Europe, Middle East and Africa at TWE, said: “This fresh new brand identity and look for Lindeman’s will deliver greater standout on shelf with clearer and more impactful packaging, making it easier to spot for shoppers.”

The first wines to be released with new branding will be the 2014 Bin Series and 2013 Hunter Valley range, available in Australia from this month. New packaging will be rolled out across US and Canadian markets, also from this month, and in Europe from March.

Other changes include:

  • The Latin phrase ‘Felicitas in Vitae’ - meaning ‘In Life Happiness’, which is inspired by Henry Lindeman, who said “the one purpose of wine is to bring happiness”.
  • The new logo also acknowledges Henry Lindeman’s role in founding Lindeman’s in the Hunter Valley in 1843.

A marketing campaign for Lindeman's in Europe, Middle East and Africa helped drive the brand's value and volumes up 8% in TWE's full-year results, released in August.