South African wine brand Golden Kaan is being given a new look by joint venture partners KWV and German drinks company A. Racke. The new design is to be launched in January and will, according to the brandowners, "further enhance the positioning of this South African premium wine within the segment of high quality wines". 

The brand's owners said the new look had been developed after "market-oriented brand management and a comprehensive international consumer survey".

The new packaging gives more prominence to the brand name, range and grape varietal in a contemporary design. The brand will also feature a synthetic cork from January next year.

"We are convinced that this more visible positioning as a premium range of wines represents an important milestone for the continued and long-term success of Golden Kaan in many different markets," said Marian Kopp, president of Golden Kaan. "We feel very confident about our growth prospects for 2008, our fifth year in the market, and we are moving ahead with enthusiasm and energy."

Golden Kaan is estate-bottled in South Africa and sold in off-premise markets in Europe, where it retails for around EUR4.99 (US$7.35). It is the market leader in the South African sector in Germany, while total case sales for the brand are now around 1.2m cases.