The company said consumers were confused by the labels on the red, white and rosé juices, which didn’t make it clear that the range was an alcohol-free alternative to wine.
The range now carries the Bottlegreen logo on the label though the bottle’s shape remains the same. “The Bottlegreen brand is well known as a soft drinks brand so we felt it was important to bring World Domaine under that umbrella to avoid confusion,” said a spokeswoman for the company.
The redesign is being supported by consumer press ads and other promotional activities, highlighting the fact the brand uses only organic ingredients without artificial flavours, additives or preservatives.
The new-look World Domaine will hit shelves this month, rsp £2.49.
The spokeswoman also confirmed that Bottlegreen was set to relaunch its pressé range in September.