Beverage Industry

Peter Lehmann gets a brand referesh

April 16, 2012
Peter Lehmann wine

 

Peter Lehmann is launching an overhaul of key brand elements, including new packaging and re-aligned product tiers. Peter Lehmann’s silhouette now will be featured on labels across the entire family of wines. The new brand tiers in the United States are the Art Series, Portrait, Masters, Stonewell and for its blend varietals, Innovation. Each tier offers a distinct personality from accessible to iconic, the company says. Different treatments of the Lehmann silhouette reflect the style and spirit of the various ranges, including a colorful pop art feel of the Art Series, a handcrafted nature for the Portrait tier, and a refined look in the Masters series, the company says. The new packaging will be rolled out with the new vintages in the next year with the 2009 Portrait Shiraz being the first to display the new look.