Treasury's Lindeman's wine brand gets new look

By Gemma McKenna

Published: 01 October, 2014

Treasury Wine Estates is overhauling its Lindeman's wine range to reflect the brand's 170 years of heritage.

The logo has been revamped and packaging is changing from March 2015 across the entire portfolio, in order to make them more easily identifiable for shoppers.

Treasury Lindeman’s gets a branding overhaulThe Treasury Wine Estates team is changing Australian brand Lindeman’s branding to reflect its heritage.

The new look will refer back to founder Doctor Henry Lindeman and his original homestead 'Cawarra' and will be rolled out across Lindeman's Early Harvest, Bin Series and Cawarra. The colours of the brand's Bin Series have also been updated to more "vibrant and appealing" colours, says Treasury.

Mathew Bird, marketing director EMEA at Treasury said: "Through the launch of the new brand identity, we're looking to champion the fundamental brand values of Lindeman's - heritage, home and happiness, in everything we do."

Treasury Wine Estates

The new brand identity includes a crest with the original homestead Cawarra on it, a more modern version of the brand's existing wreath to include native Australian eucalyptus and gum nuts, and the phrase "In Life Happiness", inspird by founder Lindeman's quote "the one purpose of wine is to bring happiness." An image of brand founder Dr Lindeman himself will also feature.

The first rebranded wines to be released will be the 2014 Bin Series and 2013 Hunter Valley range, which will be available in Australia from September 2014. New packaging will be rolled out across US and Canadian markets from September 2014 and Europe in March 2015.

Treasury has been dogged by poor financial results in recent times. Until yesterday two private equity firms were bidding for the company, but shareholders pulled the plug on any deal believing that the offers undervalued the company. Chief executive Michael Clarke is said to be considering an internal restructure which would see more premium brands managed separately from their more mainstream stablemates.

Lindeman's is sold in 22 countries. Treasury 's wine portfolio has over 80 brands including Penfolds, Beringer Vineyards, Rosemount Estate, Stags' Leap Winery, Seppelt and Wolf Blass. It owns over 12,000 hectares of vineyards and sales total 32 million+ cases of wine annually.

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