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.