French wine brand Piat d'Or is undergoing an image overhaul as part of the producer's strategy of refocusing on its core range.
The range will launch in November with new packaging and a redesign aimed at attracting new recruits, as well as holding on to existing fans. The changes, which include a more prominent white label, synthetic corks and simple tasting notes, are designed to increase shelf standout. The company said it had also improved quality management to retain consistency through the year.
"Our core range wines are key to our portfolio," said brand manager Victoria