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Emiliana pushes premium message

Published:  21 June, 2011

Emiliana Vineyards is on a mission to establish itself as Chile's leading premium organic producer thanks to a packaging revamp and newlook logo.

The redesign across Emiliana's five ranges has take a year to complete and aims to gives the wines a "cleaner, more elegant look", according to marketing manager Claudia Martinez Solari.

"We're working very hard to communicate about our organic credentials but based on quality," she said.

Martinez Solari described the company's previous logo as "shy" and said that the overhaul will unite all the ranges under one umbrella.

The next step will be developing an advertising campaign for Emiliana's Adobe Reserva line, Martinez Solari added. "We want to educate and teach that we have premium quality wines and they're organic."

In addition, a Chardonany/Viognier/Marsanne/Rousanne blend will be added to Emiliana's Signos De Origen range, and the Novas range will be expanded with the addition of a Viognier.

The producer is also launching a supermarket exclusive in Tesco called O by Emiliana, which will include a Viognier and Syrah.

Emiliana claims to be on of the biggest organic wineries in the world, with 900 hectares of certified organic and 583 hectares of certified biodynamic vineyards producing 4 million litres of wine across Casablanca, Maipo, Cachapoal, Colchagua and Bio Bio.