An iconic New Zealand wine brand has unveiled a playful new positioning and look.
When you’re from a land that’s on the other side of the world, you can’t help but see things differently which can lead to wonderful things. Brancott Estate has revealed a distinctively fun and fresh new positioning and packaging design inspiring wine lovers to taste life on the flipside.
As the originators of the Marlborough style of Sauvignon Blanc, Kiwi ingenuity has always been at the heart of Brancott Estate. At a time when convention said Marlborough was only good for sheep farming, the brand flipped that thinking in 1973 and started Brancott Estate, the first vineyard in what is now one of New Zealand’s most celebrated wine regions.
It’s this notion of thinking differently that has led to the brand’s new aesthetic, paying homage to the sheep, who to this day play an integral role on the Brancott Estate vineyards, whilst also portraying a spirit of originality by literally flipping the beloved national icon upside down.
Quirky and novel in design, the light-hearted approach to the branding portrays the unconventional way of thinking embraced by the Brancott Estate brand.
“This new look and positioning is a real milestone for Brancott Estate who, despite taking winemaking very seriously, has always been non-conventional in spirit,” commented Eric Thomson, Global Marketing Director for Pernod Ricard Winemakers.
“It’s not stopping there. Over the next 12 months, consumers can look forward to many more playful moments from Brancott Estate including a new media campaign starting in July.”
Brancott Estate’s new packaging can be found across their entire range of Sauvignon Blanc, Chardonnay, Pinot Gris, Riesling, Pinot Noir and Merlot.