The design is based on a prototype from the 1940s. It distinguishes Unwins Wine Group from the retail side of the business and is intended to emphasise the company’s heritage and reputation as a wineseller.
Marketing director Ian McLernon said: “The previous logo was cartoony and was not used consistently. This is the first step in repositioning Unwins for the future.
“The use of the word wine is crucial. Perhaps we’ve forgotten wine too much in our business.”
He added that the logo would not necessarily be used as part of Unwins’ retail fascia.
McLernon refused to reveal further details about Unwins’ future direction, although he said: “We won’t take Unwins into directions it has never gone into before.”