NAPA, Calif.--(BUSINESS WIRE)--Peter Lehmann is launching a major overhaul of key brand elements, including new packaging, re-aligned product tiers, and recognition that the most powerful symbol of the iconic Australian winery is the founder himself.
Legendary in the Barossa for working with growers to launch a new winery when hard times threatened their livelihood, Peter Lehmann’s simple declaration that “my word is my bond” has resulted today in a relationship with more than 150 top Australian growers, offering the finest array of wines available from Australia. Peter Lehmann is among the top-selling Australian brands in the United States, particularly for Shiraz, Cabernet Sauvignon and Riesling and for Clancy’s, a Shiraz-based blend.
Over the past three decades, since the winery’s founding in 1982, organic growth resulted in a range of offerings that have not been updated since the 1990’s, with a mish-mash of styles that can be confusing. Paul Turale, the Global Marketing Manager for Peter Lehmann, said “the one common thread to all the unique stories behind the Lehmann brand is Peter Lehmann himself,” adding, “it was logical to link our new brand iconography back to our founder.”
Peter Lehmann’s silhouette will now be featured on labels across the entire family of wines. Each tier offers a distinct personality, from accessible to iconic, said Turale.
Among the new brand tiers in the United States are the Art Series, Portrait, Masters and Stonewell.
- Portrait includes such notable Peter Lehmann wines as the Barossa Valley Shiraz, Cabernet Sauvignon and Eden Valley Riesling;
- Stonewell is simply the finest Shiraz possible in the vintage; and,
- Masters showcases wines of distinction which have been refined over the years to include 8 Songs Shiraz, Mentor Cabernet and Botrytis Semillon.
The emerging popularity of blends is the focus of Layers Red and Layers White, unique combinations of varietals from key Barossa vineyards. Layers Red typically includes Shiraz, Mourvèdre, Tempranillo, Grenache and Carignane. Layers White often includes Semillon, Muscat, Gewürztraminer, Pinot Gris and Chardonnay. Along with Clancy’s, the top-rated Shiraz – Cabernet Sauvignon – Merlot blend in the $15 – 20 category, these blends are placed in an Innovation tier.
Clancy’s, now in its 21st vintage, receives a package refresh with a bolder label beginning with the 2009 vintage.
The Moscato, in the Art Series, is well priced for the new attention paid to this category, said Turale.
Different treatments of the Lehmann silhouette reflect the style and spirit of most of the various ranges, from the colorful pop-art feel of the Art Series, to the more handcrafted nature of the Portrait tier, and an even more refined look in the Masters series. New packaging will be rolled out over new vintages in the next year. First to display the new look is the 2009 Portrait Shiraz.
Chief Lehmann Winemaker Andrew Wigan, who has been with Peter Lehmann since the very first vintage, notes that “in the glass, all the wines are recognizably Peter Lehmann, and all that he stands for” even as the new brand tiers and packaging reduce confusion on the shelf.
For Digital Art of New Packaging, Logos contact: JCaudill@hesscollection.com
Jeff Bond, General Manager, Peter Lehmann jeff.bond@peterlehmannwines.com
Paul Turale, Global Marketing Manager, Peter Lehmann paul.turale@peterlehmannwines.com
About Hess Family Estates
Hess Family Estates produces terroir driven wines on four continents, and includes the wines of The Hess Collection on Mount Veeder in the Napa Valley; Artezin from California’s North Coast; Sequana, highlighting Sonoma’s Russian River Valley and the Santa Lucia Highlands of the Central Coast; MacPhail Family Wines, with Pinot Noir expressions from California and Oregon’s greatest growing regions; Colomé and Amalaya from the Salta Province of Argentina; Glen Carlou from Paarl, South Africa; and Peter Lehmann wines from Australia’s Barossa Valley.
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