Peter Lehmann rebrands
The Peter Lehmann range of wines from Australia’s Barossa Valley has been revamped for the first time since it launched 30 years ago.
UK agent Enotria has unveiled the new look, which includes several new wines as well as refreshed label designs.
The range has been divided into tiers including Art Series, Portrait, Futures, Masters and Stonewell.
Global marketing manager Paul Turale said: “The brand refresh is the most significant since Art Series Queens were introduced in the mid-90s. The Peter Lehmann Wines range, as it currently stands, is the result of organic growth over the past 30 years.
“To present clearly our existing wines, and set the platform for new releases, we need to strategically guide the next stage of growth and draw on our strengths, in particular the unique stories behind the brand.
“The one common thread to all the stories is Peter Lehmann himself. It was logical to link the new iconography back to him. This has been achieved with a depiction of his silhouette, which will now feature on labels across the family of wines.”
Enotria communications manager Ben Smith said: “We are delighted to welcome the new-look Peter Lehmann Wines to Enotria’s range. The new, fresh look will start to be seen in November with the arrival in the UK of the new Art Series and Portrait wines. Other wines, including the iconic Wigan Riesling and Stonewell Shiraz, will change livery as the new vintages are gradually phased in during 2012.”
