New packaging for Australian wine brand Lindeman’s will start appearing on shelf from March, with the final SKUs rolled out by the end of May.
The refresh forms part of the new brand identity, launched globally by Treasury Wine Estates in September last year. TWE explained that the updated look reflects the brand’s heritage and aims to offer greater clarity for shoppers by bringing the entire portfolio together under the new logo, while differentiating each range.
Mathew Bird, Marketing Director EMEA at Treasury Wine Estates commented: “The fresh, new packaging is clearer and reflects the history of the Lindeman’s winery, one of the longest-standing in Australia. This packaging refresh gives the brand a greater stand out on shelf, making more of an impact on consumers. Shoppers will be able to spot the well-known brand more easily, which will drive sales for retailers.”