By Deborah Jackson, editor National Liquor News
The Y Series, Yalumba’s collection of good value wines, will have a label refresh rolling out across the country from November.
First released in the early 2000s, The Y Series was created as fresh, fruit driven, reliable and fun varietal wines with clear simple labels.
The Y Series of 2015 is no different. The 12 wines in the collection will offer consumers the opportunity to experiment with varieties and styles, while maintaining the affordable, fun and approachable reputation.
Claire Doughty, senior brand manager at Yalumba, said: “At Yalumba we continue our commitment to The Y Series and understand that in this heavily contested category, the need to look fresh, contemporary, appealing and premium is of upmost importance. We believe our label rejuvenation does this.
“Our research shows that shoppers are willing to try a new variety if it is made by their favourite winemaker and in fact they’re more likely to pick up an additional bottle of an alternate varietal by the same winemaker if it is in a secondary display. The streamlined consistent look of the new labels will hopefully entice our customers to stock more than one wine of The Y Series collection in their outlets.”
The Y Series collection includes: Vermentino 2015, Sauvignon Blanc 2015, Riesling 2015, Chardonnay 2015, Pinot Grigio 2015, Viognier, Sangiovese Rosé 2015, Cabernet Sauvignon 2014, Shiraz Viognier 2014, Shiraz 2014, Merlot 2014 and Tempranillo 2013. All have an RRP of $14.