Revamped Banrock builds on its eco-friendly credentials

27 March, 2009

Constellation Europe is reinforcing Banrock Station's green credentials with a radical packaging revamp.

The changes include

a new label featuring a modern art-style image of a tree flowering from a wine bottle to support the brand's tagline: Good Earth - Fine Wine.

The logo has been redesigned to focus on Banrock - "the more memorable and meaningful part of the brand name for consumers", according to Clare Griffiths, vice president of European consumer marketing.

"The idea behind the packaging redesign is to improve shelf impact of this 63 million brand and to make the environmental message central to Banrock Station's identity," Griffiths said.

"The clean, modern eco-imagery of trees flowering from a wine bottle will resonate with

our target consumers."

The new look will run across Banrock Station's entire portfolio, which collectively makes it the

11th bestselling brand.

"The clean modern eco imagery of trees flowering from a wine bottle will resonate with Banrock Station's target consumers and reflects the brand's philosophy that we have the goodness of the earth to thank for the quality of our wines," she added.

The new look will run across Banrock Station's entire portfolio, which collectively make it the eleventh best selling brand.

Banrock Station supports over 95 global conservation projects worldwide and has donated 2.3 million from sales in recent years.




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