Cono Sur is highlighting the quality of its Bicicleta wines to consumers with new, premium packaging, set to be unveiled to the UK trade for the first time 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 new, premium look conveys the high quality of the wine and stands out on shelf. 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, so consumers can expect to see them on retailers’ shelves from late summer 2012.
Nicola Hale, marketing manager for CyT UK, comments: “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 LIWF.”
The new packaging will also include QR codes that link to Cono Sur’s UK website, www.conosurseasons.com, which has also undergone a re-vamp this year. The website aims to bring the brand’s personality to life with the inclusion of illustrated graphics of geese and sheep throughout the site, representing the geese and the sheep used in Cono Sur’s vineyards as part of their commitment to producing wine as naturally as possible. The new-look website is due to go live later this month with a range of new features including an interactive wine pairs game and a wine gallery, categorised by style, with direct links to stockists’ website.
For further information and images, please contact the Cono Sur team at Phipps
Tel: 020 7759 7400
NOTES TO EDITORS
Cono Sur’s head winemaker and general manager Adolfo Hurtado will attend the LIWF this year to show visitors the latest Cono Sur vintages and present wines which are new to the range. In addition to the Bicicleta range, the premium Cono Sur Reserva Especial and Cono Sur Single Vineyard ranges will also be on show for the first time.