Looking to take advantage of rapid growth in the moscato category, Taylors Wines has rolled out a new-look for its Promised Land Moscato.
The total moscato category has experienced rapid growth recently and is now valued at more than $40 million in Australia. The $10 to $14 price segment for moscato – where the Promised Land Moscato is positioned – is still growing at more than 49 per cent year on year, according to data from Nielsen.
Taylors Wines managing director Mitchell Taylor said he was thrilled with the revamped design.
“We saw this category as a growth area for Taylors, so decided to reinvigorate our moscato in time for the warmer weather, with a sophisticated yet fun look, which is going to appeal to moscato drinkers and stand out on the crowded shelf space,” Taylor said.
The award-winning partnership of Taylors and Sydney-based design agency The Collective came together once again to create an innovative design that utilises ‘applied ceramic labelling’ on the moscato bottle.
In keeping with its Promised Land range, Taylors has implemented a vanity barcode on its moscato, which sees the seahorse incorporated into a 100 per cent GS1-compliant barcode. Promised Land wines have a RRP of $13.95.
