The move aims to highlight the brand’s “premium nature” and make it easier for consumers to progress through the various tiers in the portfolio.
Brand Ambassador Sylvain Martinand said: “This new packaging is a strong expression of our Burgundian roots and is guaranteed to secure strong stand-out on shelf. We’re confident that we’ve created a winning combination, which will ultimately lead to increased rate of sale.
“The packaging also allows for clearer range segmentation, offering consumers an opportunity to trade up on their purchase.”
The Blason de Bourgogne portfolio includes the Découverte Expression and Héritage ranges
The new packaging includes revamped labels and the a new necker on Expression and Héritage bottles.
All bottles also feature a QR Code, which links consumers to the 800 families responsible for the wines produced under the Blason de Bourgogne umbrella through a range of interactive videos presented by winegrowers, as well as technical sheets on each wine and food matching ideas.