Treasury Wine Estates (TWE) has unveiled a new look for its Lindeman’s Bins range, as it looks to build on the very strong performance in the UK over the last year.
As part of a global redesign, coinciding with the Lindeman’s winery’s 175th year, the new packaging features specially created artwork from acclaimed Australian artist David Bromley. Each wine in the 14-strong Bins range has a different design, shown on the front label and across wider packaging.
“By utilising the platform of art we are able to bring the Lindeman’s philosophy of positivity to life. And we hope the new look packs will bring a smile to the face of our consumer from the moment they see our Bin Series wines in-store,” said Kirstie McCosh, Marketing Director, Europe at TWE.
The pack change comes off the back of a hugely impressive sales performance for the Lindeman’s Bins range across the UK in the last 12 months. Sales are up 22 percent by value and 21 percent by volume in the year to 16 June, according to Nielsen data.
The new look packs have already started rolling out across national retail in the UK and key markets in Europe.
TWE will be supporting this roll out across UK grocery with a variety of in-store activation plans and promotions, including off-shelf feature and online and store magazine support. Convenience retailers and wholesalers will also see investment, with point of sale going into depots and stores across the UK. The new packs will also be showcased at key retailer trade shows.