Blossom Hill Gets "Radical" New Look

We want to redefine the wine market with a packaging that is truly iconic. The wine aisle is still very confusing and crowded and we know that many consumers struggle to find what they want.

27/02/08 The re-designed bottle is aimed at appealing to the brand’s key target market of women aged 35-plus.

The brand has carried out consumer research and profiling to get to know about this group’s lifestyle, preferences and wine buying habits.

The re-packaging forms part of a communications, trade marketing and new product development plan for 2008, including the launch of the consumer website,, the launch of Blossom Hill Perfect Glass, sponsorship of the Wimbledon Lawn Tennis Championship and the prime time TV advertising campaign.

Brand manager, Carol Chan said: “We want to redefine the wine market with a packaging that is truly iconic. The wine aisle is still very confusing and crowded and we know that many consumers struggle to find what they want.

“We wanted the new look to have really excellent shelf stand-out while expressing its premium credentials through the materials and images used. Above all, we wanted to communicate Blossom Hill’s personality – it’s vibrant, approachable and appealing.”

In shelf tests, the new Blossom Hill packaging is said to have proved “highly effective”. More than half of the participants picked it off the shelf first before any other brands in the line-up.

The new look also scored well in qualitative tests, receiving positive endorsement from consumers. The outer box shares the same flower motif and is retail-ready with an easy-tear strip just above the logo.

Percy Fox said the brand is committed to its environmental responsibilities. 95% of the coloured glass used is recycled and the Blossom Hill bottle is one of the lightest in the market (33% lighter) in comparison to many other major brands. The aluminium screw-cap is recyclable at bottle recycling plants.

The brand franchise is also being extended beyond California by the launch of Blossom Hill-branded wines from Italy, Chile and South Africa.

Tesco and Asda are expected to be among the first retailers to take on the new lines.