The redesign aims to give the range a consistent, more premium, look, as well as making labels clearer and easier to understand.
It is being soft-launched over the summer, as new vintages and new wines are released, and should be fully implemented by September, wine buyer Daniel Bracegirdle told OLN.
“It’s got a much cleaner and more premium-looking front label, and a bit more of a fun, easy to interpret back label as well,” he said.
“It’s got a consistent family feel – all the own-label wines should be very easy to spot as part of a large family, whereas previously the Romanian Pinot Noir and rosé looked very different to French, which looked very different again to California. Now you can instantly recognise them as part of the same group.”