BEST PACKAGE SERIES DESIGN
McWilliam's Hanwood Estate Premium Fortified Range
5 Year Old Classic Tawny - $20 rrp 10 Year Old Grand Tawny with tin canister - $28 rrp 20 Year Old Rare Tawny with gift box - $80 rrp 30 Year Old Very Rare Tawny with premium gift box - $175 rrp 5 Year Old Classic Muscat - $20 rrp 20 Year Old Rare Muscat with gift box - $80 rrp
- Year wine was released to market: 2022
- Retail Price: $20 AUD
- Designed by: in-house design team
- Designed for: McWilliam
McWilliam's Wines are proud to submit their new look 'Hanwood Estate' premium fortified range. This range has recently relaunched with beautiful new packaging that we believe will entice a new consumer to the fortified category.
The range consists of Tawny (5, 10, 20, and 30 year old) and Muscat (5 and 20 year old), with Topaque and Apera joining the range in late 2022.
Fortified wines have always been an important part of McWilliam's Wines but the packaging in the category has typically been quite traditional in style, and with an ageing clientele.
We wanted to introduce our premium fortified wines to a new generation of consumers by redeveloping our range with a modern approach that also didn't alienate our current customers. Part of our strategy was to create 'a family' with consistent branding and a clear hierarchy within the range, and across the different styles.
We started by introducing a clear glass version of our existing, custom fortified bottle which was normally brown glass. This immediately modernised the packaging and allows the consumer to see the colour of the product inside. All ages of the fortifieds, excluding the 5 year old, are now in this clear glass version whilst the 5 year old remains in the traditional brown.
Our new label design has consistent branding across the entire portfolio with additional personal touches such as crafted by, bottling dates, and batch and bottle numbers on the older styles. It is our intention to ensure that the customer understands how special these older wines are.
Utilising a similar approach to certain spirit brands, we introduced colours to differentiate the styles. The Tawny is black label; Muscat is burgundy label; Topaque is burnt orange label; and the Apera is an emerald green label. Each label has gold foiling, with more foiling and embossing features added to the label the older the wine is.
Additional gift packaging ensures that our range stays front of mind when it comes to gift consideration. The 10 year old Tawny has long been known to come in a tin cylinder so we simply refreshed the design to suit the new look. The 20 year old comes in a quality gift box with cut out window to view the label. The 30 year old premium gift box has a slide out, side panel that the bottle sits in. All packaging is black material with gold branding.
Strong shelf presence. Stands out from its competitors who have more conservative, traditional packaging. Reinvigorating a classic, and supporting the entire category by drawing new consumers in who appreciate a more bespoke offering.
