Cono Sur gives Bicicleta premium makeover

By Lisa Riley

Published: 20 March, 2018

Cono Sur has given its Bicicleta portfolio a premium makeover marking the first stage of the biggest marketing drive for the brand to date.

The updated bottles, which will be rolled out from the beginning of April, feature an embossed bicycle introduced to increase shelf stand out and reinforce the “the quality feel which the brand is all about”, said Cono Sur.

In addition, the Sauvignon Blanc will be moving to an elegant ‘Burgundy-style’ bottle to further follow the premium category cues, said senior brand manager, James Hick.

“The stand-out, premium new look is the start of our biggest-ever marketing drive for Cono Sur as we focus on continuing to grow the brand,” he said, adding there was “lots more exciting news” to come in 2018.

“When we talk to wine shoppers they often refer fondly to Cono Sur Bicicleta as ‘the wine with the bicycle on’, and when they learn why the bicycle is such a central part of our story (it's a tribute to the workers on the Cono Sur estate who travel around the vineyard by bike), they really engage with our sustainable philosophy- it’s a point of difference for consumers looking to trade-up,” he said.

The Bicicleta range comprises six varieties - Pinot Noir, Viognier, Sauvignon Blanc, Merlot, Gewurztraminer and Malbec.

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