Since 2001, Teusner Wines of Barossa Valley have earnt enviable brand credibility and a growing following in the market place. Cornershop are fortunate to have partnered with Teusner to help grow their brand and create more than a dozen wine packaging solutions over the past decade. Grenache is part of Teusner’s DNA. It’s their blood. The first wine they ever made was the 2002 Joshua GSM, made from 65% old vine Grenache. It is now one of their signature wines. Back then, Grenache was relatively unknown with consumers. With over 130 years of provenance in the Barossa, it has some serious value.
Teusner saw an opportunity in the market to leverage Grenache. There is a current and growing trend towards lighter red wines (with less alcohol), such as Grenache and Pinot Noir. Consumers are also more health conscious, which influences their buying decision. As a varietal, Grenache is growing in interest amongst consumers and it is more cost effective than Pinot Noir. Teusner and Barossa Valley is known for big reds, such as Shiraz, plus a strong male market. Grenache opens the doors to appeal to 25-40 year old female wine drinkers.
So “The G” was born. Positioned at A$30 rrp amongst Teusner’s playful, independent range of products, The G is a medium bodied, juicy, generous and vegan friendly wine. “Grenache. The unsung hero of the Barossa. The hidden Gem. Almost a secret. But once the G is discovered, it can never be forgotten.” Kym Teusner, Winemaker.
“I won’t reveal the design solution that Cornershop created for this wine packaging,” says Damian Hamilton, Brand Keeper & Designer. “It’s fun, feminine and friendly, but meant to be somewhat mysterious. Look closer and you may discover the story. Let’s just say that it’s a little “cheeky”.”
- Agency/Creative: Cornershop
- Article Title: The “G”- Discover The Hidden Gem
- Organisation/Entity: Agency, Published Commercial Design
- Project Type: Packaging
- Agency/Creative Country: Australia
- Market Region: Global
- Project Deliverables: Brand Identity, Brand Strategy, Branding, Graphic Design, Packaging Design
- Format: Bottle
- Substrate: Pulp Paper