New packaging launched for Lindeman’s Bins range as it unleashes “power of positivity”



Different bespoke labels created by Australian artist David Bromley appear on each SKU across the Lindeman’s Bins range

Treasury Wine Estates (TWE) has unveiled a new look for its Lindeman’s Bins range, as it looks to build on the very strong performance in the UK over the last year.

As part of a global re-design, coinciding with the Lindeman’s winery’s 175th year, the new packaging showcases positivity, featuring specially created artwork from acclaimed Australian artist David Bromley. Each wine in the 14-strong Bins range has a different design, shown on the front label and across wider packaging.

This pack change comes off the back of a hugely impressive sales performance for the Lindeman’s Bins range across the UK in the last 12 months; sales are up 22% by value and 21% by volume in the year to 16 June, according to Nielsen data.

Kirstie McCosh, Marketing Director, Europe at TWE says: “By utilising the platform of art we are able to bring the Lindeman’s philosophy of positivity to life. And we hope the new look packs will bring a smile to the face of our consumer from the moment they see our Bin Series wines in-store.

“Our insights clearly demonstrate that well-known brands need to work hard to continually and consistently engage wine shoppers. We always aspire to create better standout on shelf across our portfolio, and we believe the new Bins packaging with its stunning bespoke works of art on label, perfectly aligns with what Lindeman’s is known for, “Sunshine in a Bottle”, and will support the continued great performance.”

The new look packs have already started rolling out across national retail in the UK and key markets in Europe.

TWE will be supporting this roll out across UK grocery with a variety of in-store activation plans and promotions – including off-shelf feature and online and store magazine support. Convenience retailers and wholesalers will also see investment, with point of sale going into depots and stores across the UK – while the new packs will be showcased at key retailer trade shows.

Established in 1843, Lindeman’s is celebrated the world over for delivering wines of a consistent quality and style. Wines from the Bin Series and wider Lindeman’s range are in over 100 countries – showcasing the longevity and popularity of this treasured Australian wine.


Author: kimbarnard

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