Taylors classic Estate white wines and its Pinot Noir have been given a refreshing new look for 2022, with changes to the bottle shape, brand block design and label, in line with the wider Estate portfolio.

The packaging upgrade was designed in collaboration with agency Denomination and sees the Taylors Estate Chardonnay, Estate Sauvignon Blanc, Estate Pinot Gris and Estate Pinot Noir change to a premium Burgundy-style bottle. In addition the white wines will be topped with a white and gold Taylors brand block and white and gold screw cap.

The white and gold finishes will also appear on the Taylors Estate Riesling, which remains in the traditional Alsace bottle. The Taylors ‘Optimum Drinking Temperature Sensors’ will remain as a key feature on the back label.

Third generation Winemaker and Managing Director Mitchell Taylor, said: “It’s very exciting to be bringing an updated look to our family’s foundation range. The Estate range represents the Taylors’ house style, delivering exceptional value and consistency with every vintage.

“Like our classic Estate Cabernet Sauvignon and Estate Shiraz wines, our Estate whites have become a delicious drink to enjoy with friends and family around the dinner table. The new design conveys the idea of refreshment whilst giving a modern, crisp feel to our classic look.”

To promote the new look, Taylors will showcase the design upgrade across Out of Home Smartlite screens via Shopper Media near select wine retailers, on-bottle point of sale, and paid advertising across select print and digital trade channels.

The new look will appear on shelves at the beginning of 2022 with promotional materials to appear in February.

Taylors Estate wines are available at most wine retailers for RRP $22.

Andy Young

Andy joined Intermedia as Editor of The Shout in 2015, writing news on a daily basis and also writing features for National Liquor News. Now Managing Editor of both The Shout and Bars and Clubs.

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