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New Lindeman's wine packaging to hit shelves next month

Published:  19 February, 2015

Treasury Wine Estates' Lindeman's brand will start appearing on shelves with its new packaging from March onwards, with the refresh completed by May.

The move forms part of the new brand identity, which was launched in September 2014 with the aim of reflecting the brand's heritage and offering greater clarity for shoppers.

The revamped brand identity comprises a new crest with an image of founder Dr Henry Lindeman's homestead Cawarra, which was built in 1855. The wreath has also been updated to include Australian native eucalyptus and gum nuts reaffirming Lindeman's home in Australia.

The Latin phrase 'Felicitas in Vitae' - meaning 'In Life Happiness' is inspired by Dr Henry Lindeman, who famously said "the one purpose of wine is to bring happiness." A picture of the founder himself clearly acknowledges Lindeman's role in establishing the estate in the Hunter Valley in 1843.

Mathew Bird, marketing director EMEA at Treasury Wine Estates, said: "The fresh, new packaging is clearer and reflects the history of the Lindeman's winery, one of the longest-standing in Australia. This packaging refresh gives the brand a greater stand out on shelf, making more of an impact on consumers. Shoppers will be able to spot the well-known brand more easily, which will drive sales for retailers."

Lindeman's is distributed in 22 countries, and is the number-one selling Australian wine brand in four markets - Canada, Sweden, Netherlands and Norway.

Treasury Wine Estates also includes Penfolds and Beringer Vineyards, both of which were early pioneers in the Australian wine trade, being founded in the 1800s. TWE now has over 80 brands, including Castello di Gabbiano, Chateau St. Jean, Coldstream Hills, Devil's Lair, Etude, Matua Valley, Penfolds, Rosemount Estate, Stags' Leap Winery, Seppelt, Wolf Blass and Wynns Coonawarra Estate. It owns 12,000 hectares of vineyards, and has sales of over 32 million cases of wine annually across more than 70 countries.