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New look reflects Lindauer’s popularity

One of New Zealand’s most popular wines will be available in sparkling new packaging from October. It is the first time that the entire Lindauer range has been repackaged all at the same time. Upon its launch in 1981, Lindauer became the first commercially available méthode traditionnelle in New Zealand. In the quarter century since then, Lindauer has become the country’s most popular bubbly brand. Sparkling wine is very near and dear to most New Zealander’s, with New Zealand being the second largest consumer of sparkling wine per head in the world. “The look of the entire Lindauer range has been refreshed to enhance its image of spontaneous fun, celebration and sociability,” says group brand manager Michael Wentworth. “All the key elements such as the distinctive bottle shape and diagonal sash have been retained, but we’ve injected new liveliness.” The new look will establish unity across the range, while also clearly distinguishing between the different tiers and variants. Another aim of the repackaging is to promote consumer consideration of some of the less recognised variants in the range. To help consumers, a booklet that describes the stylistic differences within the Lindauer range will be distributed with the wine in retail and grocery stores. The complete Lindauer range consists of two quality tiers and eight variants: Lindauer Brut Cuvée, Sec, Rosé and Fraise, as well as Lindauer Special Reserve Vintage, Brut Cuvée, Blanc de Blancs and Cuvée Riche. All of these wines are available in the distinctive 750ml spumante-style bottle. To coincide with the launch of the new packaging, Lindauer Special Reserve Brut Cuveé will be released in a 200ml single-serve bottle, initially exclusive to on-premise. Lindauer Brut Cuvée and Lindauer Fraise are already available in this popular size. The launch of the new packaging will be supported by an advertising campaign, promotions and in-store activity. “Lindauer has become such an icon of the New Zealand lifestyle that it’s easy to take the wine for granted,” says Mr Wentworth. “We believe that the new focus on Lindauer will remind consumers of the outstanding quality and value it offers.” Lindauer is the top-selling sparkling wine in New Zealand, accounting for 38% of this market’s sales. In the last year, Lindauer has outperformed the rest of the Sparkling category and continued to increase its share of the sparkling market. Wentworth predicts an even brighter future for Lindauer. “A new look, new markets, new products, a larger wine-focused distribution network – all work together to take Lindauer even further, at home and abroad.”

Seeley International


New Holland



WID 2017