Treasury Wine Estates (TWE) has unveiled a new look for its Lindeman’s Bins range.
The new look packs have already started rolling out across national retail in the UK and key markets in Europe. TWE will be supporting this roll out with in-store activations and promotions. Convenience retailers and wholesalers will also see investment, with point of sale going into depots and stores across the UK – while the new packs will be showcased at key retailer trade shows.
Kirstie McCosh, marketing director Europe, at TWE, said: “By utilising the platform of art we are able to bring the Lindeman’s philosophy of positivity to life. And we hope the new look packs will bring a smile to the face of our consumer from the moment they see our Bin Series wines in-store.
“Our insights clearly demonstrate that well-known brands need to work hard to continually and consistently engage wine shoppers. We always aspire to create better standout on shelf across our portfolio, and we believe the new Bins packaging with its stunning bespoke works of art on label, perfectly aligns with what Lindeman’s is known for, “Sunshine in a Bottle”, and will support the continued great performance.”