Treasury Wine Estates is to launch a new pack design for its Blossom Hill portfolio.
The new look is set to be rolled out by May and aims to give the brand a more modern and sophisticated in an effort to recruit new and younger consumers into the wine category and attract new audiences to the Blossom Hill brand. The pack includes a nod to each varietal through the colour palate including White Zinfandel, Grenache Rose, Pinot Grigio, Chardonnay, Sauvignon Blanc, Merlot and Cabernet Sauvignon (RRP £6).
Head of marketing EMEA at Treasury Wine Estates Ben Blake said: “As Blossom Hill approaches a milestone next year, we felt it was crucial to evolve the brand together with its audiences by introducing a refreshed look and a more sophisticated feel.
“We know that Blossom Hill has strong brand awareness and we want to continue recruiting new and younger shoppers into the wine category, whilst reaffirming our positioning as an easy drinking, fruit-forward wine to share with friends – and the new packaging is certainly more reflective of this.”