Lanchester Wines has given its Butterfly Tree chenin blanc a sparkling makeover with the introduction of glitter labels.
On the updated bottles, rolling out now, the butterflies featured on the previous design have been given a revamp to create “immediate” shelf standout. The sparkling “less cluttered” labels, which also feature clearer wine information, marked the first time glitter had been used on a commercial wine, claimed Thornton Print, which helped design the new look.
Lanchester Wines was planning on introducing ‘glitter’ across other wines in the Butterfly Tree portfolio during the coming year, said the supplier’s buying manager, Lesley Cook, adding the relaunch was a “brand evolution rather than revolution”.
“The Butterfly Tree range is extremely popular with both our off and on-trade customers and it was important we didn’t lose brand equity with our design changes.”
Earlier this month, the business revealed it had created a new head of commercial operations position to overlook its global wine buying strategy and integration with the multiples. It appointed Barney Davis, who left his job as a consultant to wine and spirits supplier Kingsland Drinks at the beginning of August, to the role.
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