German wine producer, Reh Kendermann, is adapting the look of its flagship wine brand, Black Tower, from this month.

The well-known logo with the black and red colour combination has had a facelift and a more modern, friendly look, according to the company. It also added a “clear, elegant font” to highlight the lightness of the new design and pastel colours have been introduced as differentiators between grape varietals.

Alexander Rittlinger, managing director, said: “We have done a lot of market research and found that lighter bottle designs are more preferable to the female target group. The black top part of the bottle, a key feature of the brand’s hero sku, Fruity White, has been reduced to give the bottle a lighter appearance, in accordance with the light and easy drinking style of the wine.

“In these highly competitive times a wine needs to stand out on the shelf. Most purchase decisions are being made by opting for the look the customer likes. Through market research we have found that this new packaging draws their attention even more.”

He noted also that the popular German wine brand has a high recognition value amongst its fans and the company “strives to continually keep the design of the brand up-to-date”, in order to maintain its image and keep the brand relevant for consumers.

Last year the company sold 13 million bottles of Black Tower globally.

In the UK the Black Tower range comprises six different varietals. The new packaging rolls out this month in stores across the country.