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Fine tuning theGeorge Wyndham range

April 21, 2023

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• The George Wyndham range is a tribute to our founder, the man who planted Australia’s first commercial Shiraz vineyard

• The range has been launched to help transform Wyndham Estate into a credible, upscale Shiraz specialist

• Research in Australia, Canada and US proves George Wyndham is a powerful proposition– Consumers tell us the packs are

unmistakably premium, elegant, confident, authentic and credible

– An effective marriage of contemporary cues whilst delivering a sense of history

George Wyndham range

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• In 2007, the range was launched in Australia and New Zealand

• In 2008, it will be launched in Canada, Ireland and the UK

• Before launching in more markets, we investigated whether the packs would benefit from some ‘fine tuning’

George Wyndham range

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B DA C F G HE

George Wyndham range

• We tested the current design (A) against 7 alternative designs (B – H) and the current design (A) was preferred

• Consumers did endorse a name change from ‘GEORGE WYNDHAM’ to “GEORGE WYNDHAM FOUNDER’S RESERVE”

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• The new George Wyndham presentation– Has been fine tuned based on

consumer feedback in Australia and North America

– Confidently places the brand at the pinnacle of the super-premium wine market

– Is a pack with depth; it is simple, straightforward and powerful

George Wyndham range

Existing

pack

New

pack

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• Capsule– The George Wyndham signature

has been added to the capsule

– For wine under cork, the design change will occur from Apr 2008

– For wine under screw-cap, the design change will take place beginning with the 2007 vintages

George Wyndham range

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• Logotype– The logotype used for BIN range

has been adopted for the George Wyndham range

– Presenting “Wyndham Estate” in white for a fresher appearance and better visibility

– Stacking the wordmark also give the it greater presence

George Wyndham range

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• Front labels– According to consumers in

Australia and North America, integrating FOUNDER’S RESERVE adds meaning and status

• George Wyndham is the founder• Reserve quality – sits above BIN

– New label changes to beige in order to unify various sub-brands

– For reds, the variety will be written in burgundy so that it stands out

– SOUTH AUSTRALIA added to products sold outside of Australia and New Zealand

George Wyndham range

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• Back labels have been updated– New copy and layout for each

wine in the range

– Split label (i.e. two piece label) to separate the brand story from mandatory statements

– Thus ensuring minimal clutter

– Note: no change to bar codes on labels and cases

George Wyndham range

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George Wyndham range

• The new range – after fine tuning

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• New case design will include the new logotype and “Founder’s Reserve”

George Wyndham range

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• Show Reserve is becoming an exclusive reference for the travel retail / duty free channel

• In late 2008, Show Reserve packs will be updated to incorporate the new logotype

Show Reserve

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• Over the coming months, Black Cluster packaging will also be reviewed and fine tuned

• Changes to be briefed in mid-08

Black Cluster

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• 1-Apr-08 All George Wyndham finished goods packed in Australia will be in new dress from this date

• 1-Apr-08 Updated brand identity kit and POS concepts available

• 9-May-08 Photographs of new packs available on the media library

• 15-Jul-08 Briefing on fine tuning of Show Reserve and Black Cluster

Timeline