Cono Sur to unveil new Bicicleta packaging10th May, 2012 by Martin Crummy
Cono Sur is set to unveil to UK consumers new, premium packaging for the Bicicleta range at this month’s London International Wine Fair (LIWF).
The iconic bicycle that has become Cono Sur’s trademark is still featured on the front label while colour and gold embossing have been introduced to ensure the premium look conveys the quality of its Bicicleta wines.
The new packaging also includes the word “Bicicleta” on the front label for the first time. The back label will explain the significance of the bicycle to consumers, informing them that the wines are a tribute to “the Cono Sur vineyard workers [who] travel around the estate by bicycle, tending the vines using natural methods, in order to produce the best quality grapes”.
The new packaging launch coincides with the addition of Malbec and Pinot Grigio wines to the Bicicleta range, both of which will be on show at the LIWF. New-labelled stock is set to arrive in the UK in August.
Nicola Hale, marketing manager for CyT UK, said: “The new label is a true reflection of Cono Sur’s identity as it conveys the importance we place on sustainability while also highlighting the quality of the wine inside the bottle. We wanted the bicycle to remain prominent on the label as it is very much at the heart of the brand’s values, but we also wanted to make sure that the packaging reflected the high quality of Cono Sur wines, so we’re thrilled with the result and we’re looking forward to hearing what our customers think at the trade fair.”
The new packaging will also include QR codes that link to Cono Sur’s UK website.