Peel-off labels from Off-Piste

16 November, 2011

Off-Piste Wines has launched a South African brand with a back label that peels off to show information about the region where the wines are grown.

The Garden Route is named after one of the Cape’s top tourist attractions, and the colourful labels feature maps and places of interest along the route.

An outside label gives information about the wine and food-matching suggestions, with a window showing a glimpse of the pictures underneath. Consumers can peel this back to reveal information about different parts of the Garden Route, with photos and tips on what to do when you visit.

The range comprises two wines – a Chenin Blanc and a Shiraz – produced by Riebeek Cellars, and is available in Tesco and Nisa-Today’s, rrp £7.99.

Off-Piste managing director Paul Letheren said: “We think the Garden Route fills a definite gap in the market for a premium branded offering from South Africa. We are delighted with the quality of the wines and really pleased with the eye-catching packaging, which was very positively received at the recent WOSA tasting.”


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