Redesign for wine giant

AUCKLAND, Tuesday: Villa Maria is unveiling a new look for its entire wine portfolio this month, beginning with the Private Bin range, which has gained popularity worldwide.

VM head of marketing Sarah Szegota said: The re-designed packaging is fresh, modern, and reflective of the brand’s exceptional quality and 60-year heritage. The changes are extensive but evolutionary and include a revised logo that is subtly different but easier to spot in-store. 

“After extensive consumer research we are delighted to roll-out new elegant and contemporary packaging for the Villa Maria Private Bin, Cellar Selection and Reserve ranges.

“The new look enables loyal customers to recognise our trusted brand and exceptional wines, whilst attracting a new customer and inspiring them to add Villa Maria to their buying repertoire.”

“We asked Pead PR, repeatedly, to confirm that Contagion is still Villa Maria’s agency. This request went unanswered.”

Beyond the main label, the screw cap of the Private Bin range has been updated.

The new Private Bin labels have been landing in stores nationwide from early July, closely followed by the Cellar Selection and Reserve ranges.

In-house
The redesign was accomplished by Villa Maria’s in-house design team. VM’s agency of record, Contagion, appears to have been sidelined.

Last night, we asked Pead PR to confirm Contagion is still VM’s agency – but no answer had been received by press time this morning.

CREDITS (as supplied by Pead PR)

Head of Marketing and Communications, Villa Maria Estate: Sarah Szegota
Brands Manager, Villa Maria Estate: Ben Cull
Designer, Villa Maria Estate: Anita Niven
Research consultant: Paul Fitzgerald, Lumaten