Percy Fox is hoping to “demystify” Chilean wine brands by giving its Santa Carolina offering a makeover.

The distributor said it wanted to communicate heritage without “gimmicky” imagery. According to research, “thirty-something urbanites” wanted a trusted brand coupled with a traditional label.

The range, which retails from £4.99 up to £14.99, now sports a combination of different labels. Entry level bottles feature a picture of the Andes, while a more refined label presenting the winery’s credentials appears on the premium £9.99 Barrica Selection range.