It was back in 2011 when Vinpac International was approached by a handful of Barossa winemakers to design and develop a uniquely branded wine bottle that would be exclusive to the Barossa region.
Vinpac International was advised the bottle needed to be ‘bold and iconic’ and present a strong brand presence that reflected the Barossa’s history, tradition, heritage, and style.
The bottle Vinpac International designed was all this plus more. It follows the success of previous bottles made by Vinpac International, including the success of the revamped Eden Valley bottle.
Production of the bottle began earlier this year and was successfully launched at international award-winning Barossa winery Chateau Tanunda last Friday.
Chateau Tanunda is the first winery to launch their wine in the new bottle and their Grenache Shiraz Mataro 2010 Medley will be on shelves all around Australia in August sporting the new bottle.
Chateau Tanunda general manager Matthew McCulloch said that proprietary bottles were not uncommon, especially in the old wine regions of Europe.
“Of all Australian wine regions, the Barossa has led the way in establishing the important link between geography, history and wine style, particularly Barossa Shiraz and GSM blends,” Matthew said.
The exclusive wine bottle with the debossed ‘Barossa’ text running down the side was designed to help create a visual link between the wine and the area it has come from with consumers.
“This special bottle takes branding to another level and as the name Chateau Tanunda has been associated with the Barossa for more than 120 years we wanted to be one of the first to use the new package,” Matthew said.
“It gives a permanent, timeless acknowledgment of the region and its contribution to the individuality of wines that come from there.
“Our recent recognition by Wine Spectator and Wine Advocate were a tribute to our region as much as our wine brand and we want to make sure that we can assist in promoting the uniqueness of the Barossa wherever and whenever we can.”
Consumers can expect to soon see more wineries selling their wine in this new unique bottle.
Vinpac Packaging National sales manager Lisa Ashby has said that Murray Street Vineyards has shown interest in the bottle.
“This is fantastic and we hope that with the support of these two award winning wineries, we will see a majority of Barossa winemakers using the bottle to package and market their wine,” Lisa said.
“Vinpac is investing seriously in the Barossa wine industry and has committed to produce this bottle for the next five years.
“We appreciate the industry support we have received to date and look forward to speaking with all producers who may see some relevance for this bottle within their portfolio.”
Collaborating on the wine bottle with Vinpac International was glass manufacturer O-I who manufactured the bottles at the Adelaide Plant in West Croydon.
O-I Australia’s Wine Business Manager James Vallance said that Barossa winemakers are regarded as some of the greatest in Australia.
“Barossa Valley winemakers have long been regarded as some of the best in the country and the standout bottle design will help consumers identify exactly what they are looking for on a crowded supermarket shelf,” James said.