New look for Sunrise

03 March, 2009

Chile's Concha y Toro has given its Sunrise brand a new look in a bid to give it more shelf standout.

The revamp is designed to emphasise the wines' quality and make branding clearer and more visible. There is also a stronger focus on the strapline Enjoy 300 Days of Sun.

Tasting cues have been added to the front label to let customers make decisions without having to look at the back of the bottle.

Head of marketing Jason Duggan said: “Sunrise is a modern and innovative brand with a reputation for delivering exceptional quality. From research we know the packaging has broad appeal across all wine consumers while still retaining the style and elegance that appeals to our existing consumers.

"The refresh delivers improved branding for consumers and increased shelf visibility and presence in this highly competitive and crowded market.”

The Sunrise range includes a Chardonnay, Sauvignon Blanc and Merlot and is available in Waitrose and Booths, priced at £5.49.

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