Chilean wine brand Anakena has been given a facelift to coincide with the addition of single vineyard and premium labels to the range.
The collection, which has won listings with Asda from this month and Thresher from late November, has been given new packaging to reflect traditional Chilean culture. The relaunch is being supported by a £65,000 ad and promotional spend.
A single vineyard range at £6.99 has been added as a higher quality level to the Anakena portfolio. It is placed above the varietal range at £4.99 and the reserve level at £5.99.The new premium label ONA comprises a 2002 vintage red and a 2003 white, at £9.99.