By Amy Looker, editor National Liquor News
Cumulus Estate Wines has unveiled a fresh new look for its Rolling and Climbing ranges.
The Orange-based winery has placed more emphasis on its position as a cool-climate producer while still retaining many of the elements that first appeared on the quirky labels.
“Rolling has been on the market for over 10 years and our consumers always tell us that they love our label, so we were always going to be careful not to upset our already loyal customer base,” explains Cumulus Estate’s sales director, David McLeod.
“As a quirky wine label we wanted to make some minor changes to ensure we were still fresh and relevant to the trade as well as to consumers but we also wanted to let the consumer know who we are as a company and a couple of key messages needed to be clearly communicated via the label.”
“Some of the key messages included incorporating Cumulus Estate Wines into the label, placing more prominence on the bike-riding Beatrice and indicating that the wines are both cool-climate and from the Central Ranges region of New South Wales. The new label, while fresh and cool, maintains the style that the trade and our consumers recognise instantly. We hope that the trade and consumers love our label even more.”