Wyndham Estate has developed new packaging and brand positioning for its Bin range. 'Where Australian Shiraz Began', the new brand identity, will be introduced into the UK in March.

"With the re-launch we are capitalising on the great potential that still exists to further invigorate the brand and continue the strong consumer sales we achieved in 2004," said Patrick Venning, head of marketing for wines at Pernod Ricard UK.

Wyndham Estate hopes that the more contemporary packaging will bolster the overall presence on shelf, helping the brand compete most effectively in the increasingly competitive £5 to £7 price sector.