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New Labels strengthen branding of Southern Highland Wines

Southern Highland Wines (SHW) packaging is being presented in a new livery that reflects a more refined and contemporary look whilst retaining the essence of the original labels. Designed by Andrew Sinclair and the team at Ever-Redi Press in Griffith, the ‘SHW Estate’ labels with strong quality cues reinforces the quality in the bottle and position of these wines in the SHW portfolio.

The ‘Altitude676’ upgrade will add great shelf presence to an already strong brand. The stylish and distinctive packaging created by Assta Labelhouse Sydney reflects excellent fine wine value with eye-catching appeal. The new labels will be released gradually as vintage changes occur; consumers will already find the new ‘Altitude676’ and ‘SHW Estate’ labels in the marketplace.

“After several years developing our market position we recognised the need to rejuvinate our labels and create a more contemporary look that would appeal to today’s wine consumer”, commented Frank Colloridi, Southern Highland Wines Production Logistics Director “The new labels are bolder, cleaner and more inviting, yet maintaining the quality and image of the brand that our customers have come to know”.

Following initial feedback from sales, distributors and retail outlets, the need to create easier to read varietals and place of origin were recognized. The use of bold colours has translated into stronger and more effective branding, with sales results already indicating strong approval by the consumer.

For further information, please contact:

Frank Colloridi – Production Logistics Director Southern Highland Wines +61 2 4868 2300 www.shw.com.au PREPARED ON BEHALF OF SOUTHERN HIGHLAND WINES — BY DOUGLAS HAMILTON WINEBIZZO 0417 211 246 NOVEMBER 2008



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