Allan Scott Family Winemakers releases new look label

One of New Zealand's best loved wineries has unveiled a new label design across its estate range.

The Allan Scott Family Winemakers premium brand imagery was created for its Estate White Label range with the company's pinot gris and chardonnay the first to showcase the new design on shelf.

Winemaker Allan Scott says the new vintages of pinot noir, gewürztraminer are set to follow and will feature the new label in the coming months.

"We wanted to keep the identity, logo and colours largely the same and keep the familiarity of such a well-known label, but we've now used a superior quality stock paper to reflect the quality of the wine," he says.

The changes have not been limited to just label design with the winery's 2012 sauvignon blanc also undergoing a makeover.

The wine's clear Bordeaux bottle has been replaced with an antique green French burgundy bottle again illustrative of the premium quality of the wine says Scott.

"We wanted to ensure our packaging was modern and distinctive and also a true reflection of the taste and quality of our wines. We believe that with the new bottle and label design we've managed to capture the essence of what our brand represents," he says.

Scott says in an extremely competitive export market it's important to maintain a presentation edge, particularly where decisions are made at the point of purchase.

"We know that consumers buy with their eyes so it was important to make sure that existing and new customers are aware of the quality of the wine which we are able to communicate through our packaging," says Scott.

The new look bottles are designed for both the local and international markets and Scott says the company has been careful to ensure there is continuity between the old label and newer refreshed version.

"Wine lovers will now potentially perceive the wine as better quality but we have only made subtle changes and refrained from introducing a total redesign of the label, the last thing we want is to have loyal fans having trouble trying to find us on shelf!" he says.

Allan Scott says the winemaking family worked with the team at Creative Practice to create the revamped label.