We have been producing and selling our ’12,000 Miles’ range of wines for over eight years, a ‘sister’ label to our primary ‘Gladstone Vineyard’ and ‘Jealous Sisters’ ranges.
The 12,000 Miles range is premium and retails for around NZ$20-30 per bottle. It reflects new world wine styles, with good fruit and terroir and includes Pinot Noir, Sauvignon Blanc, Pinot Gris, Chardonnay and Merlot Cabernet.
The story behind 12,000 Miles is strongly tied to our owner/chief winemaker who immigrated to New Zealand from Scotland 35 years ago. This travel ‘story’ has resonated with markets – particularly in the UK, NZ and Australia where there are a lot of ex-pats/travellers who have travelled those 12,000 miles.
We are exploring options to update/overhaul our label based on feedback that the current label doesn’t convey the quality of the wine or its NZ origins – both key selling points.
We are open to an evolution of the luggage label, or a complete rethink.
We don’t need/want the connection to Christine’s journey to be quite so explicit – rather than telling her story, the '12,000 Miles' needs to evoke journeys/adventures/exploration/discovery – with a clear tie to NZ.
Other key components of the design are that it:
· clearly conveys that the wine is from New Zealand
· comes across as (moderately) premium (certainly not entry level)
· will stand out on the shelf
· is smart enough for bistro/café dining
· is fresh and modern.
Elements that must be included on the design:
· Brand name (12,000 Miles)
· Variety (Pinot Noir, Sauvignon Blanc, Pinot Gris, etc)
· Vintage (e.g. 2014)
· Country of origin (New Zealand)
· Region of origin (Wairarapa).
See http://www.gladstonevineyard.co.nz/…iles_range for more information on the brand, vineyard and the current labels.