The new design for the Vidal Legacy range

The new design for the Vidal Legacy range

Vidal Estate has redesigned its wine labels ahead of the UK's Christmas selling season.

The New Zealand winery said today the global rebrand, which covers all three tiers of the Vidal range, aims to highlight the company's 109-year history and premium positioning. The UK is a major market for Vidal, accounting for 30% of sales, a spokesperson told just-drinks.

The top-tier Vidal Legacy wines (SRP from GBP35.50 (US$56)), will feature textured, cream coloured labels and a matt paper cigar band showing the number of barrels made, while the Vidal Reserve (from GBP14.49) and newly-named Vidal Estate ranges (from GBP10.49) will have dark grey and white labels, respectively.

The front labels across all ranges include the brand story with an explanation about founder Anthony Joseph Vidal.

Last week, Treasury Wine Estates announced it was launching new logos and packaging for its Lindeman’s brand.