The redesign is meant to tell the story of the brands creation

The redesign is meant to tell the story of the brand's creation

Tyrrell’s Wines has overhauled its Lost Block packaging 20 years after the Australian brand was born from a mistake.

The new design tells the “story” of the wine, which was first created from a forgotten batch of Semillon grapes in 1993, Tyrrell’s said yesterday (1 September). “We decided to move the brand from the more traditional execution in packaging to something that graphically embraces the story of the Lost Block,” Tyrrell's sales and marketing manager Mike Cutrupi said.

In 1993, Tyrrell’s took the “lost” grapes and made a softer wine than the company's usual Hunter Semillon. The tank of juice was titled the Lost Block, and today the brand comprises six varietals - Semillon, Chardonnay, Merlot. Sauvignon Blanc, Shiraz, and Cabernet Sauvignon.

Lost Block sells for AUD17.99 (US$16) and is available in Australia's on- and off-trade, Tyrrell's said.

In June, the Winemakers' Federation of Australia said the country's latest grape harvest had “not been matched by a lift in demand".