By Amy Looker – editor National Liquor News
Tyrrell’s Wines' popular Lost Block range has received a fresh new look, 20 years after the first release of its Semillon.
Tyrrell’s Lost Block flagship, the Lost Block Semillon, was named after a vintage misadventure in 1993 when Semillon grapes on a small vineyard block were inadvertently forgotten about at harvest time.
After realising the oversight, the ‘lost’ Semillon was eventually picked and chief winemaker, Andrew Spinaze, created an approachable, softer style than the classic aged Hunter Semillons for which Tyrrell’s is renowned.
The tank of juice was duly titled the ‘Lost Block’ and the name stuck, with the range currently including six classic varietals, all sporting a label that tells the story of the Lost Block.
“We decided to move the brand from the more traditional execution in packaging to something that graphically embraces the story of the Lost Block, with the introduction of a caricature of the vineyard manager, set in a number of winery and vineyard situations looking for the Lost Block,” explains Tyrrell’s sales and marketing manager, Mike Cutrupi.
“The label graphics also flow through to the carton designs, which will certainly catch the eye of the consumer when displayed in store.”
The new Lost Block release will feature a Semillon and Chardonnay from the Hunter Valley, an Adelaide Hills Sauvignon Blanc, Cabernet Sauvignon from McLaren Vale, Merlot from the Limestone Coast and a Shiraz drawing from Tyrrell’s vineyard holdings in Heathcote, Victoria.
“These terrific young wines continue to represent outstanding value and this exciting new package will only develop the acceptance and popularity that has been growing over the past two decades,” said managing director, Bruce Tyrrell.
Tyrrell’s new look Lost Block range has an RRP of $17.99 and is available now.