TWE gives Lindeman’s Bin ‘positivity’ makeover

By Lisa Riley

Published: 16 July, 2018

Treasury Wine Estates (TWE) has given its Lindeman’s Bins portfolio a makeover as part of a global re-design.

Designed to showcase “positivity”, the updated range features specially created artwork by Australian artist David Bromley, with each wine in the 14-strong Bins range featuring a different design, shown on the front label and across wider packaging.

The overhaul, which coincides with the winery’s 175 anniversary, comes on the back of double-digit growth in the UK in the past year – off-trade sales soared 22% in value on volumes up 21% in the year to 16 June, 2018 (Nielsen).

By utilizing “the platform of art”, TWE would bring to life “Lindeman’s philosophy of positivity”, said marketing director Kirstie McCosh.

“Our insights clearly demonstrate that well-known brands need to work hard to continually and consistently engage wine shoppers. We always aspire to create better standout on shelf across our portfolio, and we believe the new Bins packaging perfectly aligns with what Lindeman’s is known for - 'sunshine in a bottle', and will support the continued great performance,” she said.

Rolling out across the UK and other key European markets, TWE is supporting the relaunch 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 PoS going into depots and stores across the UK.

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