Stowells is bringing colour to the wine category in a bid to attract new consumers.
The brand, which features global wines, has new labels across its entire range. Each country has been allocated a colour to make identification and selection easier and there's a new strapline 'Enjoy our World of Wine'.
Clare Griffiths, VP brands marketing at brand owner Constellation Europe, said the labels presented the brand in a contemporary way: "We are making the brand accessible to consumers who want to experiment with new countries and varietals."
The company is also launching its first sparkling wines into the range: an Italian sparkling white and Italian sparkling rosé, rsp £5.99.
"A growing number of drinkers are drinking sparkling wine on a regular basis and these wines also have the benefit of bearing the Stowells brand name, so there will be a high level of demand for these new arrivals," said Griffiths.