One of New Zealand’s most recognisable wine brands has unveiled a refreshed label design with the new-look Villa Maria set to debut with its 2025 vintage.
The brand’s flagship Private Bin and Cellar Selection ranges will retain the winery’s signature red chevron but introduce a die-cut finish for stronger shelf presence and a brighter textured background to enhance premium appeal.
General Manager of Marketing and Communications at Indevin Group, Sarah Szegota, said the change proudly reinforces the brand’s New Zealand origin.
“In a highly competitive category where a large number of brands are contending for share of mind, we have to work harder to stand out and be quick for shoppers to find on shelf,” Szegota said.
“We see this new label as a celebration of where we’ve come from and where we’re going.
“We’re utilising the power and growth trajectory of Villa Maria, which has seen a record year in the UK, Ireland, China, South Korea, and Canada, while showing up bolder on shelf for greater stand out and broader shopper appeal.”
The new packaging was developed in collaboration with Design Bridge and tested with consumer research across key markets.
“Our research confirmed the winning pack design delivered strongly against our action standards compared to the current design and others tested,” Szegota said.
“The new design delivers strong appeal, high purchase intent and a premium perception to both loyal fans and new consumers, including in Villa Maria’s strongest market the UK, where the brand continues to lead as the number one New Zealand wine brand in value and volume.
“New Zealand will lead the rollout of the new-look 2025 vintage, with wines on shelf from September.”
Most major markets, including the UK, Ireland and Canada, will follow from November.
Villa Maria has also adopted a lighter weight 390gm glass bottle across the updated range.