The Napa winery Beaulieu Vineyard will debut redesigned labels next month.
This follows the brands acquisition by Treasury Wine Estates in 2016.
New packaging will feature “historic design elements combined with a contemporary palette and layout,” the company says, underscoring Beaulieu’s presence in Napa for more than a century.
The label upgrade will be featured on three of the winery’s collections, including Beaulieu Vineyard Georges de Latour, the Napa Valley collection, and Rutherford Cabernet Sauvignon.
The contemporary upgrades reflect an investment in the iconic winery by Treasury Wine Estates, the company says, which acquired ownership of Beaulieu from Diageo last year, enhancing the bottle’s appearance on shelves while helping to better communicate the winery’s long standing history.
To supplement this change for Beaulieu, Treasury Wine Estates will also be releasing a national advertising campaign, the introduction of a new point-of-sale and luxury sales tools, new case shippers and a new website this year.