The UK's number-two German wine brand, Kendermanns, has been given a more contemporary look to attract consumers who are unfamiliar with the modern styles of German wine now available.
The redesigned bottle now has a split label and a new font and illustration of the Kendermanns' Mice Tower logo.
Grape variety and vintage have been given more prominence on the front of the bottle and the term 'fine wine' has been added to reinforce the quality.
"The new pack design has high stand-out on shelf and is a natural progression that reflects the personality and credentials to consumers," said Nik Schritz, managing director of the winery.
"In research, our target consumers praised the look for being progressive without sacrificing established Kendermanns' symbols."
Kendermanns grew 12% by volume and 15% by value last year [Nielsen off-trade MAT to 30 December 06]. The new bottle will hit UK shores in May.