Taylors Wines launches new look and packaging for its Promised Land Moscato via The Collective

image005.jpgFamily-owned winery Taylors Wines has launched a new look Promised Land Moscato just in time for summer. The new redesign via Sydney-based design agency The Collective, brings a fresh, fun feel to the Promised Land Moscato and a clever twist on the new Promised Land range packaging.

The label features the iconic Taylors seahorse as well as a fresh new white screw cap and branded bottleneck that are a first for the winery's collection. The award-winning partnership of Taylors and The Collective has come together once again to create an innovative design that utilises 'Applied Ceramic Labelling' on the moscato bottle.

In keeping with the renewed design of the rest of the Promised Land range, Taylors has implemented the Vanity Barcode on its moscato, which sees the use of the iconic seahorse incorporated into a 100 per cent GS1 compliant barcode. Taylors became the first winery in the world this year to put a Vanity Barcode on its labels.
image002.jpgTaylors Wines managing director Mitchell Taylor said he was thrilled with the revamped design that will further affirm Taylors position in the moscato category.

Says Taylor: "We saw this category as a growth area for Taylors, so decided to reinvigorate our moscato in time for the warmer weather, with a sophisticated yet fun look, which is going to appeal to moscato drinkers and stand out on the crowded shelf space."

The total moscato category has experienced rapid growth recently to be now valued at more than $40 million in Australia, while the $10-14 price segment for moscato, where the Promised Land Moscato is positioned, is still growing at more than 49 per cent year on year (Source Nielsen scanned sales data MAT 18/11/2012).

The Promised Land Moscato is a light and fresh style of wine with a refreshing spritz and juicy melon flavours. The appeal of this moscato is its bubbly mouth feel, sweet taste and low alcohol content of 8.5 per cent, making it the perfect drink to enjoy on a warm summer's evening.

The moscato has just hit shelves this December in time for summer drinking. The complete repackaging of the Taylors Promised Land range has seen new label designs, bottles and cartons rolling out into liquor stores nationally since August this year.

Promised Land wines have a recommended retail price of $13.95 and are available at all good liquor merchants.

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