SALTRAM
“UNLOCKS” ITS NEW LOOK
Saltram unlocks its new look to
the trade and consumers this month with new packaging and
branding to represent the iconic Barossa winery.
Saltram Wine Estate is now supported by a “key”
branding device, signifying the opportunity for wine lovers,
novices and experts to unlock their next Saltram experience.
Whatever range they purchase, the Saltram “key”
ensures consumers will enjoy quality wines and a chance
to experience Saltram’s enviable heritage.
Two new ranges, “Maker’s Table” and “Next
Chapter” have also been developed as part of Saltram’s
recent revitalisation and are integral to the launch of
the new look. “Maker’s Table” replaces
the Saltram Varietals range while Saltram “Next Chapter”
takes the place of the Saltram “Barossa” label.
Maker’s Table offers consumers an opportunity to
experience the Saltram winemaking legacy, knowing that no
matter where they are, they can sit at the “Maker’s
Table” and enjoy a piece of this iconic winery.
The Next Chapter name signifies another level and a chance
to “unlock” this latest winemaking story. A
story where the Barossa features as the main character.
Saltram’s Brand Manager, Natalie Simmonds, has been
a central figure in the planning and implementation of the
changes and took the task to heart.
“Saltram is a fantastic brand with an amazing winemaking
legacy,” she said.
“The process of getting to the heart of what these
outstanding wines represent and make them visually relevant
for today has taken a lot of thought. We have sought to
make our ranges clear to consumers, while keeping the integrity
of Saltram intact.”
Created in conjunction with Melbourne graphic design agency,
Davidson Design, the new packaging and branding seeks to
create an approachable and clean look. At the same time
it tips its hat to the heritage of the brand with the use
of the Saltram “No 1” elegant gold script as
a link across the ranges, creating a strong family feel.
Consumer research showed that the existing labels didn’t
convey the differences between the ranges clearly and consequently
did not effectively reflect each wine’s correct price
point. The emphasis on Saltram’s formidable heritage
has always been an important aspect of the winery’s
character, but research also uncovered a need for a more
modern presentation of Saltram to show consumers what the
brand was all about –for today.
The Saltram Wine Estate family now has a cohesive ‘classically-modern’
look, a philosophy which encompasses the wines and future
of the brand.
Saltram The Eighth Maker Shiraz (RRP $180+)
Created by Saltram’s current -and eighth -Senior Winemaker,
Nigel Dolan, this wine is his personal expression of the
great Barossa Shiraz tradition. First released in 2004 (2000
vintage), this super-premium wine is made in extremely limited
quantities for exclusive release.
Saltram “No. 1” Shiraz (RRP $65-70)
The Icon. A benchmark for Barossa Shiraz and a reflection
of Saltram’s rich winemaking tradition, Saltram No.
1 constantly evolves, seeking to impress the palates of
today’s Shiraz-drinkers. A true modern classic.
Saltram Mamre Brook (RRP $22-24)
Mamre Brook wines stand proud as a tribute to their heritage
at the heart of the Barossa. All fruit for Mamre Brook is
sourced exclusively from this great region, producing a
classic Shiraz which celebrates the traditional sensibilities
of Saltram winemaking.
Saltram Next Chapter (RRP $14-16)
The Winemaker seeks to select and create these wines from
fruit which typifies the region. Full of depth, generosity
of flavour and warmth, Next Chapter wines aim to unlock
the Barossa’s regional characters with integrity.
Saltram Maker’s Table (RRP $8-10)
Maker’s Table wines have at their heart a very simple
ideal, to offer consistent, approachable examples of popular
varietals sourced from premium Australian vineyards.
Nigel Dolan, Senior Winemaker for Saltram, is also responsible
for the impressive Metala and the more contemporary Pepperjack
brands. Nigel’s reputation as an outstanding winemaker
is well known –he has won numerous accolades in his
career, most notably as a dual winner of Australia’s
most prestigious winemaking prize –the Jimmy Watson
Trophy -most recently in 2003 for the 2002 The Eighth Maker
Shiraz.
It is this winemaking pedigree which makes Saltram one
of Australia’s premier wine producers. The new labelling
now means that the same quality wine remains, but it now
allows consumers to clearly identify the Saltram family
allowing them to get the right wine for every occasion.
The Saltram winery has been at the heart of Australia’s
most famous winegrowing region, the Barossa Valley, since
1859. Throughout its rich history Saltram has always highlighted
the depth and breadth of wine styles that have made it and
the Barossa world famous. The winery’s flagship No.1
Shiraz is unquestionably one of Australia’s greatest
red wines. Saltram’s Senior Winemaker is Nigel Dolan,
and his father, Brian, was also an award-winning Senior
Winemaker for the winery, winning Saltram the first-ever
Jimmy Watson Trophy in 1962. Nigel Dolan has collected countless
awards, been voted Barossa and South Australian Winemaker
of the Year and was the winner of the 2003 Jimmy Watson
Trophy. Nigel was also inducted as a Baron of the Barossa
in 2003.
SALTRAM. THE HOME OF GREAT AUSTRALIAN WINE. www.saltramwines.com.au
For more information please contact
Saltram.
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