New packaging for Banrock Station

02 June, 2011

Banrock Station has been given a new look, which producer Constellation Wines hopes will reinforce its environmental credentials.

Research carried out by the company, involving 400 consumers in the UK and Denmark, also identified a need to make the wine’s packaging more premium and traditional.

Clare Griffiths, vice president of European marketing at Constellation, said: “We are continually reviewing our brands’ packaging to ensure it continues to meet the needs of our target consumers.

“We’ve used consumer insight from Wine Nation, the largest study of its kind into the wine lives of UK consumers, coupled with  extensive consumer research in the UK and Europe to ensure Banrock Station has the strongest packaging solution that reflects its ‘good earth, fine wine’ proposition and supports the brand’s environmental work.

“We are confident that the brand refresh will drive further engagement with consumers and increase sales for our retail partners.”

Banrock Station has donated £2.3 million to 97 environmental projects in 13 countries. Following the success of last year’s Plan Bee promotion with the Co-op, the brand is working with a number of key retailers to create similar environmental campaigns.




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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