East Coast Wine Trail

East Coast Wine Trail
East Coast Wine Trail

Friday, 24 April 2020

Is this the most dramatic wine brand revamp of the year?

The brand overhaul from Barossa Valley wine producer St John’s Road is arguably the most dramatic of the year so far. 

St John's Road - part of the WD Wines portfolio - used to be known for its striking monochrome labels (below) celebrating the Barossa lifestyle and days gone by. 

Gone are the football shots and cricket images; replaced in dramatic face-lift that sees bold and colourful new patterned designs for each label. 

Established in 2001, St John’s Road has always celebrated the history of the Barossa region. 

The press release says a new concise range aims to sharpen this focus with the former premium wines being absorbed into four examples. 

Each wine in the range has been produced with minimal intervention techniques and is named to reflect a characteristic of the wine and the region itself. 

The 2019 Peace of Eden is a riesling that comes from the cool climate Eden Valley. The 2018 vintage of The Resilient Grenache is named in honour of the Barossa’s grenache vines which are some of the oldest in the world. 

The 2017 Motley Bunch is a blend of grenache, mataro and shiraz - three of the red grape varieties that are cornerstone to the Barossa’s winemaking pedigree, while the 2018 Blood & Courage is St John’s Road’s interpretation of the quintessential Barossa Valley shiraz. 

Each of these wines features a bold new label, from a purple geometric pattern through to the vibrant blue ripples of a swimming pool. For me, they look a bit generic. But that's just me.

“The way we talk about wine is often like taking your date out for dinner and talking about yourself all night,” says managing director Jonathon Hesketh. 

“We wanted to take the focus off the commonly used vernacular around vineyards and the winemaking process, and communicate stories for each of our wines that are (hopefully) more engaging for the people buying and drinking them. 

"All the winemaking provenance and authenticity is still there, it’s just a layer further down for those who are interested. We think the quality of the range speaks for itself without us having to tell them on the label itself.” 

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