Clare Valley family winery Taylors has unveiled the new labelling for its award-winning range, Taylor Made, which is aiming to modernise the brand’s design.
The new labels feature a black, white and copper colour pallet with minimalistic artwork as well as a geometric version of the brand’s recognisable seahorse positioned at the bottle’s neck.
Mitchell Taylor, Managing Director and third-generation winemaker at Taylors expressed his excitement for the latest launch.
“The Taylor Made range is a much-loved collection of wines here at Taylors and we are thrilled to launch a fresh look for it. The Taylor Made range is a celebration of craftsmanship with each product expertly handled from vine to bottle to result in wines of great flavour and approachability,” said Taylor.
Tanya Marler, Chief Marketing Officer at Taylors Wines shared with The Shout the inspiration behind the newest labelling.
“The inspiration for the new packaging design came from the original Taylor Made geometric seahorse featured on the label — a design element we were keen to preserve and build upon. Our comprehensive consumer research revealed a significant shift in what consumers seek from ‘crafted’ and artisanal wines. Craft is no longer defined by brown craft paper and rustic packaging. Instead, we wanted a more contemporary representation of craft in winemaking,” she said.
The range was first released back in 2016 and designed to accompany all occasions. Taylor Made Pinot Noir 2023, Malbec 2022, Shiraz 2022 and the BDX Blend 2022 are among the latest products to be stocked on shelves with the new labelling. The remainder of the newly designed range is set to roll out next year.
The Taylor Made Pinot Noir 2023 is described as having aromas of cherries and herbs with a silky finish while the Taylor Made Malbec 2022, is described as being medium-bodied with a dark fruit and raspberry palate. The Taylor Made Shiraz 2022 is matured for up to 20 months in French oak barrels with the Taylor Made BDX 2022 being a full-bodied blend of Cabernet Sauvignon, Merlot and Malbec, with subtle floral aromas.
Marler also discussed data from Taylors consumer research which showed a consistent pattern amongst its demographic of wine drinkers.
“While Taylor Made wines have consistently appealed to younger premium wine drinkers, our consumer research showed that the new packaging design not only resonated very strongly with younger wine drinkers but also demonstrated excellent appeal across a broader range of age groups,” she told The Shout.
The Taylor Made range are available from select wine retailers, Taylor’s Clare Valley cellar door and online through Taylors.