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April 15, 2021

Treasury Wine Estates readies Blossom Hill packaging revamp

Treasury Wine Estates is to launch new packaging for the Blossom Hill brand.

Treasury Wine Estates is to launch new packaging for the Blossom Hill brand.

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The winery has updated the labelling across the entire Blossom Hills portfolio to give it a more “modern and sophisticated” look, it said today. The redesigned bottles, which will roll-out across the UK grocery channel by the end of May, aim to bring younger consumers to the brand.

“We know that Blossom Hill has strong brand awareness,” said TWE’s head of marketing for Europe, Middle East & Africa, Ben Blake. “We want to continue recruiting new and younger shoppers into the wine category, whilst reaffirming our positioning as an easy drinking, fruit-forward wine to share with friends – the new packaging is certainly more reflective of this.”

The range, which includes White Zinfandel, Grenache Rose and Merlot varietals, will have an SRP of GBP6 (US$8) per bottle.

Last month, The Wine Group paid around AUD100m (US$76.9m) for the US licenses of four of TWE’s value wine brands.

Why Treasury Wine Estates’ woes don’t equate to a Pernod Ricard purchase – click here for a just-drinks comment

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Free Whitepaper
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6 Keys to Simplified Labeling Changes in Life Sciences

If you are responsible for managing the change process of labels and related components, or if you’re a stakeholder in the process, you likely have a good understanding of its complexities and challenges. From automated quality checks to organisational change management, leading life sciences label management experts Esko explores here six ways you can simplify label changes and help mitigate the risk of costly – or fatal - labelling errors.
by Esko
Enter your details here to receive your free Whitepaper.

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