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Tyrrell’s Wines revamps label with cartoon boss

By Fiona Barry , 03-Sep-2013
Last updated the 03-Sep-2013 at 12:45 GMT

Tyrrell’s Wines has overhauled the packaging of its bottles and cartons as part of its Lost Block range with cartoon images of its chief wine maker looking for grapes.

The company said it wanted to attract customers’ attention with its catchy design.

The Australian winery said the range is taken from an incident when an impending storm forced the vineyard to abandon its Hunter Semillon and pick less resilient grapes before they were ruined in 1993.

A stormy tale

The ‘lost’ block was remembered and picked days later, and chief wine maker, Andrew Spinaze, thought the wine had a ‘more approachable, softer style than the classic aged Hunter Semillon’.

Mike Cutrupi, sales and marketing manager, Tyrrell’s Wines, said the packaging redesign illustrates this story.

We decided to move the brand from the more traditional execution in packaging to something that graphically embraces the story of the “Lost Block”, with the introduction of a caricature of the vineyard manager, set in a number of winery and vineyard situations looking for the Lost Block,” he said.

Design uncorked

The redesigned graphics appear on the labels of three red, one rosé, and two white wines, which are sold in 750cl bottles and boxes.

It includes Hunter Valley Semillon, Hunter Valley Chardonnay, Adelaide Hills Sauvignon Blanc, McLaren Vale Cabernet Sauvignon, Limestone Coast Merlot and Heathcote Shiraz.

The revamped bottles and cartons of Lost Block will be sold in bars and restaurants as well as the off trade (stores).