Treasury Wine Estates is launching a new pack design for its Blossom Hill wine range.

The supplier has refreshed the labels across the brand’s entire range, ahead of it celebrating 30 years in the UK wine market next year.

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The refreshed look will be on display across the entire Blossom Hill portfolio by May. Treasury Wine Estates hopes to attract new, younger consumers to the category with the new packaging.

The pack updates the classic Blossom Hill design, with the colour palette altered to reflect each flavour.

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Ben Blake, EMEA head of marketing at Treasury Wine Estates, said: “As Blossom Hill approaches a milestone next year, we felt it was crucial to evolve the brand together with its audiences by introducing a refreshed look and a more sophisticated feel.

“We know that Blossom Hill has strong brand awareness and we want to continue recruiting new and younger shoppers into the wine category, while reaffirming our positioning as an easy drinking, fruit-forward wine to share with friends – and the new packaging is certainly more reflective of this.”

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