Banrock Station reveals new packaging and rebrand

Wine brand, Banrock Station has undergone a re-brand inclusive of a modern pack design that focuses on the company’s commitment to the environment.

The brand refresh was a result of extensive consumer research that was designed to identify what messaging mattered most to the Banrock Station consumer. Using these findings, the brand created a new look across its range inclusive of a new circular logo, along with the tagline ‘Helping protect our beautiful planet since 1995’.

Banrock Station has reinvested more than $6 million in profits to support over 130 environmental projects in 13 countries and Banrock say that the new green neck tag at the top of the bottle solidifies its contribution to these projects.

"We are very excited to be able to invest in this leading brand. Our consumers love to know they can contribute to a good cause, especially the environment and eco projects. This message shines with the new labels, which showcase our commitment to not only producing quality Australian wine, but also to doing our part to protect the planet,” said Banrock Station senior Brand Manager, Suzanne Blake.

“The Banrock Station team is incredibly dedicated to the success of the brand, and with this new packaging we’re able to tell a strong story about our passion for quality wine and helping the earth, which is resonating with shoppers on the shelf. We’re very pleased with the result and positive consumer response we’ve received so far.”

Some of the company’s environmental commitments include; a 4 year project investing $750,000 in partnership with the WWF-Australia to conduct important research on the iconic Great Barrier Reef; research into polar bear populations in Canada; and population surveys of the red squirrel, and rehabilitation of orphaned, injured and ex-captive orang-utans in Malaysia in partnership with the UK National Trust.

The new packaging will be on shelf at major wine retailers from mid-November and will be rolled out across Banrock Station’s entire range of sweet and table wines, with 2L cask to follow.


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