It is always a calculated risk changing the labels of a tried-and-true wine brand.
Regular consumers become comfortable with a familiar look.
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All of the white varietals and pinot noir have undergone a full update with changes to the bottle shapes, brand block design and label, in line with the wider estate portfolio.
“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,” says third-generation managing director Mitchell Taylor.
“The new design conveys the idea of refreshment while giving a modern, crisp feel to our classic look.”
The packaging upgrade, which will appear across all of Taylors key international markets, was designed in collaboration with agency Denomination. The update includes a change to a premium Burgundy bottle for Taylors Estate Chardonnay, Estate Sauvignon Blanc, Estate Pinot Gris and Estate Pinot Noir, with white wines topped with a white-andgold 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 a traditional Alsace bottle.
Taylors' innovative ‘Optimum Drinking Temperature Sensors’ will remain as a key feature on the back labels.
Taylors Estate wines are available at most wine retailers for an RRP of $22. www.taylorswines.com.au
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