Australian wine brand Rosemount is being packaged in a diamond-shaped bottle due to hit shelves next month.

The producer said the bottle, which has a prism-like effect at the base, should create great shelf standout.

"Rosemount always used to be an innovator in the industry, being the first to market with developments such as its diamond-shaped label and wax seal," said a spokesman. "The market has caught up and the company thought it was time to innovate again."

Consumer research highlighted the brand's iconic diamond label as key to its image, which the company decided to replicate in the bottle shape.