Symington Family Estates has given its Dow’s Aged Tawny port updated packaging in the UK in a move to appeal to younger consumers.
Working alongside design company Denomination, the company is looking to extend the occasion for port beyond Christmas and formal occasions.
Denomination created a clear connection between the Vintage and Aged Tawny port variants by using a more contemporary Dow’s vintage black glass across both. A triangular brand asset has also been elevated, in a move to give the range stand out on-shelf.
Meanwhile, the front label now highlights the provenance of the grapes and features the name of the range’s maker, master blender Charles Symington.
Denomination said the addition of progressive quality cues, both graphically and through the use of copy, serve to differentiate the four ages of port (10, 20, 30 and 40 years old) and communicate the varying price points.
The provenance of the drink appears on the stopper, the centre of the bottle and on the label, highlighting its Portuguese origins. And Douro Valley, where the grapes are grown and the Port is made, features on the front label. The signature of founder James R. Dow below the label aims to further communicate heritage and craftsmanship.
Symington Family Estates chairman Paul Symington said: “We have a beautiful new presentation that transmits the supreme quality of these rare hand-crafted ports. This is a design that is both innovative and contemporary and builds on port’s fantastic heritage and traditional visual cues. My family and I are delighted with how Dow’s classic image and heritage have been brought together in this original visual approach by Denomination.”
Denomination CEO Rowena Curlewis added: “We wanted to create a design that would achieve stand out, make port appeal to a wider audience all year round, and give Dow’s a clear and defined presence in the market by amplifying its distinctive assets, while retaining the prestige and classic cues of this esteemed brand.
“This new look will encourage consumers to see the product differently and will also help to redefine the category. To help Dow’s move away from the traditional British associations with port, we rooted the product firmly in Portugal – surely the ultimate in cool for holiday destinations currently.”
© FoodBev Media Ltd 2020