First produced in 1967, Black Tower overhauled its iconic black-bottle design in 2010, relaunching with a 50:50 black glass/clear glass bottle which retained the brand’s distinctive identity while also allowing consumers to see the colour of the wine.
The latest evolution of the design emphasises more feminine elements, and underlines the brand’s international status.
Alex Rittlinger, managing director of REH Kendermann, which produces Black Tower, said: “This new pack evolution for Black Tower will further increase shelf impact and enhance the contemporary look and feel of the brand.
“With an evolved logotype we have enhanced brand recognition and made Black Tower look more international and contemporary so that it will have even greater appeal for the younger generation of wine drinkers.”
The arrival of the new-look Black Tower on-shelf will be supported with a national marketing campaign, built around the concept of “Wow! It’s Black Tower”.
The aim of the campaign is to challenge the public perception of Black Tower. It will feature bus sides, bus stops, newspaper coverage, increased social media activity and on-the-street activities to surprise consumers with the quality of Black Tower when compared to other wine brands they might drink.
There will be special packaging for the retail trade which will highlight the new look, as well as a range of regional activities running from March to July in northwest England.
Sales of Black Tower were up 5% by value and 5.3% by volume in the UK, according to data from Kantar Worldpanel for the year ending July 19, 2015, comfortably outperforming the German wine category as a whole.