Villa Maria has unveiled a bold new label design for its flagship Private Bin and Cellar Selection ranges, reinforcing its heritage while boosting shelf impact and consumer appeal.
Villa Maria has unveiled a bold new evolution of its iconic label, marking the next chapter for one of New Zealand’s most celebrated wine brands.
The refreshed design, rolling out with the 2025 vintage across Private Bin and Cellar Selection ranges, amplifies the brand’s signature red chevron with a die-cut finish for greater shelf standout. A brighter, textured background adds premium appeal, while a more prominent ‘New Zealand’ reinforces country of origin.
“In a competitive category, brands must work harder to stand out,” said Sarah Szegota, General Manager of Marketing and Communications at Indevin Group. “This new label honours Villa Maria’s history while ensuring it remains bold, distinctive, and appealing to both loyal fans and new consumers.”
Developed with global design specialists Design Bridge and validated through extensive consumer research, the refreshed look tested strongly for appeal, purchase intent, and premium perception. The new label will be on shelves in Australia from early 2026.
In line with Villa Maria’s sustainability commitments, the new packaging also introduces a lighter-weight 390g glass bottle across the updated ranges.
The redesign will extend to Villa Maria’s Reserve wines in 2026, while the Fine Wine portfolio and sub-brands retain their existing look.