By Deborah Jackson, editor National Liquor News
Yalumba has refreshed the packaging of its Yalumba Traditional Collection and Premium Selection single varietal two litre cask wines.
The package update aims to create distinction between the two collections as well as highlight food and wine pairings and Yalumba's vegan winemaking philosophy.
Yalumba hopes that the lower carbon footprint of cask wines paired with that vegan philosophy will appeal to consumers' environmental consciousness.
Matt Taylor, executive marketing director at Yalumba, said: "We continue our commitment to our two litre wines and understand that, in this heavily contested category, the need to look smart, fresh and modern, whilst at the same time ensuring our devoted two litre followers aren't surprised, is of the upmost importance. We believe the slight tweaks we've made to the packaging do this.
"The packaging tweaks we've made highlight our dependable quality, great taste and value proposition while at the same time, reinforcing the Yalumba trust mark of over 167 years of sustainable winegrowing."
The new look stock will rollout nationally over the coming months, following depletions of current pack supplies. Both collections are distributed nationally by Samuel Smith & Son.
Well overdue. I used to work in retail, and we had constant issues where the Traditional range would go on a ‘2 for’ special and customers kept getting confused by trying to buy one traditional, and one premium.