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.




Bookmark this


Site Search

COMMENT

Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter