New look and taste for Arniston Bay

15 October, 2010

South African wine brand Arniston Bay has been reformulated to make it “more accessible to the British palate”.

Arniston Bay winemaker Abraham de Villiers, together with Carmel Kilcline MW and Mike Collier MW of UK agent Percy Fox, were in charge of the project.

The new style is described as “approachable, fruit driven with good length and elegance”.

The brand has also unveiled new packaging featuring a petrel flying over the coastline alongside the words “where time dances idly in the waves”.

Brand owner The Company Of Wine People and Percy Fox conducted “intensive consumer research and profiling” before making the changes to the wine and the packaging.

Brand manager Caroline Thompson-Hill said: “We are really excited about the progress Arniston Bay is making in the UK. With the new packaging and optimised wines, we are convinced that the brand will have even more appeal to consumers, and will therefore continue to add value to the South Africa category.”




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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