Dee Vine Estate has unveiled a sophisticated packaging update for its D Reserve range, aiming to better reflect the quality and prestige of the wines inside the bottle.
Michael Farah, National Sales Manager at Dee Vine Estate, said the move was informed by customer insights, and a desire to better align the packaging with the quality and prestige of the wines inside the bottle.
“While D Reserve has always been positioned as a premium offering, market research showed that the previous design didn’t fully communicate the craftsmanship, regional heritage, and exclusivity of the range. The updated look draws on luxury cues and refined detailing to signal to customers – both visually and tactilely – that D Reserve is a wine of exceptional character.”
The new packaging incorporates a textured, uncoated label stock to evoke the natural origins of the wine and add a tactile sense of authenticity.
“A deep, rich colour palette – with black and charcoal tones accented by metallic foiling – reflects sophistication and timeless elegance. Embossed lettering and a refined typographic hierarchy highlight the D Reserve name while subtly referencing the artisanal, hand-crafted processes behind the wine. The capsule features a matte finish with subtle metallic accents to complete the premium presentation,” Farah explained.
The refreshed range spans Barossa Shiraz, Coonawarra Cabernet, and Yarra Valley Chardonnay – varietals chosen to reflect Australia’s most prestigious wine regions.
“The Barossa Shiraz brings bold, intense fruit and spice; the Coonawarra Cabernet delivers elegance, structure, and signature minty notes; and the Yarra Valley Chardonnay offers finesse, complexity, and vibrant acidity. Together, they represent the diversity and quality of Australian premium wine – a perfect embodiment of the D Reserve philosophy,” he said.
Farah noted the new look was designed to resonate with both loyal customers and first-time buyers.
“For long-time customers, the new look signals a step forward in the brand’s evolution without losing the familiar quality they trust. For new drinkers – particularly those seeking a premium wine for gifting or special occasions – the sophisticated design serves as an immediate quality cue, encouraging them to explore the range for the first time.
“The wine inside remains true to the award-winning blends and single-vineyard selections that have built D Reserve’s reputation. The focus of this project was purely on presentation – elevating the packaging to match the exceptional standard of the wine and ensuring it stands out in a competitive premium wine market.”
The new-look D Reserve range was released in July this year and is available through leading fine wine retailers and select on-premise venues, with Dee Vine Estate as the sole distributor.