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Friday 3 July 2015

d’Arenberg labels get a makeover

4th September, 2014 by Lucy Shaw

McLaren Vale estate d’Arenberg has given its labels a makeover in a bid to project a more sophisticated image.

Both “icon” wine The Dead Arm and the nine strong Artisan range have been given a new look. For the Artisan wines, d’Arenberg collaborated with Adelaide-based designers Voice to create an artistic interpretation of each of the quirky wine names.

The individual designs for the likes of Money Spider Roussanne and Wild Pixie Shiraz were then screen-printed and digitally recreated on each label. While rocking a new look, the labels still carry d’Arenberg’s signature red sash running from the top left to the bottom right hand side of the bottle.

“Each of these wines has its own distinct personality that flows through each vintage, which is a result of the attention I give to each of them,” said chief winemaker Chester Osborn.

“It was important that the same amount of detail and consideration was given to what’s on the outside of the bottle.

“We’re excited about this vintage release, and thrilled that these wines now proudly display labels that are representative of the wine these bottles contain, elegant, sophisticated and premium,” he added.

The southern Australian estate works with an impressive 33 different grape varieties and will be planting four new Italian and Spanish varieties this year.

The revamp is the first makeover The Dead Arm has received since the wine was created in 1993.

One Response to “d’Arenberg labels get a makeover”

  1. Kent Benson says:

    Elegant, sophisticated, and premium? I’d say that’s a good description of the old labels. Sorry Mr. Osborn, I love your wines but the new labels deliver a different message to my eyes – more like dumbed down, simple, and mass market. No doubt you did market research on this, so I’m probably an anomaly.

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