Waipara Hills in range overhaul

Published: 02 December, 2010

Free Run Wines will be unveiling new packaging for Waipara Hills at the New Zealand annual trade tasting to coincide with an overhaul of the range.

Waipara Hills is a specialist South Island producer, supplying a range of premium wines from key regions including Marlborough, Central Otago and the Waipara Valley.

The newlook packaging gives the wines a "strong brand visibility and shelf presence," according to Free Run Wines' marketing manager Rachel Robinson, and the existing Mountain Buttercup icon has been revamped to provide a more identifiable symbol for the brand.

To coincide with the tasting in London on January 11, the existing Soul of the South and Southern Cross Selection lines will be re-configured into a single, core range of Waipara Hills varietals.

In addition, the Equinox series of reserve wines has been updated and refreshed and a new Pinot Noir and a sweet dessert wine join the special selection Riesling and Pinot Gris from the Waipara Valley.

Commercial director Nick Bauer said: "We have been really pleased with the momentum the brand is building in the UK, with many of the wines gaining some excellent recommendations from influential critics including Tim Atkin and Olly Smith."

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