Three Choirs receives heritage revamp

By Lisa Riley

Published: 25 October, 2017

English wine brand Three Choirs has been given its first makeover in a decade to tap the booming thirst for homegrown tipples with a history.

The overhaul, which is being rolled out now ahead of Three Choirs’ new release poised to be unveiled next month, highlights the winery’s credentials as one of the longest established English vineyards, with the new labels designed to reflect its heritage, terroir and identity.

With a “consistent and confident overall look and feel”, each wine is now linked to real locations in and around the vineyard, which have given names to some of the wines such as May Hill, with the back label showcasing how each wine fits into the ‘bigger picture’ of Three Choirs vineyards, said the winery.

In line with the significant growth of English wine since Three Choirs was last relaunched 10 years ago, and the industry becoming “considerable more sophisticated”, the winery had decided to rebrand and re-label a year ago, said managing director, Thomas Shaw.

“English wine is now truly established and deserves its own identity - there is a lot of consumer and on-trade interest in learning about and drinking wine that is grown and produced here,” he said.

Three Choirs was proud to be the “first major English Vineyard” to fully embrace its English Heritage on the bottle,” he added.

Located midway between the Cotswolds and the Forest of Dean, the vineyard was established in the early 1970s and has been producing wine for over 40 years.

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