By Deborah Jackson, editor National Liquor News

Burch Family Wines has launched new look packaging for its MadFish range of wines, with the rebranded wines expected to hit bottleshop shelves this month.

Amy Burch, director of Burch Family Wines, said: "The iconic ochre label has been in the market for over 24 years, so we felt that the time was right to refresh the look and feel going forward. The important elements of the turtle, fish, and ochre have been incorporated into the new look for the brand, bringing a sense of continuity and familiarity for such an important brand for us.

“While the bottle has a new fresh, clean and modern look the wine is still the same high quality, award-winning wine our customers have enjoyed for over 24 years.”

MadFish collaborated with Western Australian brand agency, Gatecrasher to identify the new direction for the brand. The new design was created by Peter McDonald of Public Creative.

The MadFish team and industry partners are excited about the new image and activities supporting the rebrand. The new look bottles and packaging will be leaving the MadFish winery in Margaret River and hitting the stores in early May.

MadFish Wines are produced by Burch Family Wines, a family owned and operated winery who also produce the acclaimed Howard Park and Marchand & Burch labels. The family produces award-winning wines from both Margaret River and the Great Southern regions.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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