Berton Vineyards has given a refresh to its Head Over Heels range of wines in a bid to better engage the millennial consumer.

The range, which was initially released more than 10 years ago, was one of the first labels to be launched by Berton Vineyards. And while the packaging has been revamped, the liquid quality will remain unchanged.

Jamie Cirillo from Berton Vineyards said that the aim was to evolve the well-known brand and create some new excitement for the sales team, retailers and consumers.

“As this wine segment is the fastest growing category and has become saturated with brands we felt that a new fresh look with an eye catching colour scheme would make the range more innovating and vibrant in-store and help to optimise sales.”

Cirillo explained that the focus for the new design was the millennial consumer and attracting them to a brand visually.

“Consumers are becoming more adventurous in trying new brands based on a visual presentation and price.

“We still take pride in selecting the fruit from the same vineyards that we did all those years ago and we will continue to produce consistent wines for this range that are great value, full of flavour and are ready to drink now.”

“We have a Brut Cuvée in a screw cap for convenience and have exchanged our Semillon Sauvignon Blanc to a straight Sauvignon Blanc due to consumer buying patterns and varietal preferences in this price point,” said Cirillo.

The range, which includes a 2017 Cabernet Merlot, 2017 Chardonnay, NV Brut Cuvée, 2017 Pinot Grigio, 2017 Shiraz, 2018 Pinot Grigio, 2018 Sauvignon Blanc, is available through the independents and retails for $8.99.

Deborah Jackson

Deb joined Intermedia in 2015 as Editor of National Liquor News and Deputy Editor of The Shout. Since then, she has also worked as the Editor of Beer & Brewer and the New Zealand title, World of Wine....

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