A small, family-run Canberra district winery has been awarded the Overall Supreme Champion trophy at the 2017 International Wine Design Challenge.
Four Winds won five gold medals and one trophy in the Best Repackaged Wine Design Category as well as Overall Supreme Champion for Best Design for a Wine Range.
“For many years the wine industry has been in the doldrums”, chairman Paul Foulkes-Arellano told Drinks International. “Wafer-thin margins, oversupply and substantial losses have meant that investment in marketing and design has seen a steep decline. But it seems something is in the air in 2017. Influenced by the success of microdistilleries and craft beer, wine seems to be finding a new path when it comes to design and marketing.”
After 17 years in the business, Fourth Wave set out to change its “quite forgettable” packaging that “lacked significant shelf standout”. The new range of labels feature wind-inspired photographs. Some were taken by vineyard owner Sarah Collingwood on-site and others by local photographers Vishal Pandy and Adam McGrath.
The Murrumbateman winery was judged against 50 entrants from around the world. Entries were judged by a panel of experts, including wine retailers, wine writers, graphic designers, art directors and restaurateurs.
The judging panel noted: “The redesign of the Four Winds range was inspiring in every detail: a new brand identity (subtly printed on top of the screwcap), evocative photography (simple and beautifully realised) and a subtlety of expression right across the range. The creative detail was unmatched by other entries, and the sheer memorability was highlighted by the judges. We all felt that the range could grow and still retain its originality.”
Sarah’s parents, Suzanne and Graeme Lunney, planted the first vines at Four Winds back in 1998.
“As a family business, there was some discussion about whether the labels needed changing, but the feedback we have received since releasing the new labels has affirmed it was a good decision,” Sarah told the Yass Tribune. “The new packaging captures the vibe of the business and, most importantly, looks good on your table surrounded by family and friends.”
Fourth Wave also triumphs
Four Winds wasn’t the only Aussie company to triumph at the Awards. Fourth Wave Wine‘s ‘Take it to the Grave’ range – featuring skeletons playing musical instruments and a skull-shaped back label – was awarded a trophy in the Best New Design of a Wine Brand category for its Shiraz.
Fourth Wave Wine is a family owned importer and wholesaler dedicated to modern and affordable European wines. It works closely with a small number of like-minded, family owned wineries from the finest regions of Europe to present a market-leading portfolio of authentic and regionally expressive wines.
“Congratulations to Denomination for winning the Trophy for Best New Design of a Wine Brand with ‘Take it to the Grave’ at the Brand Drinks International Wine Design Challenge Series,” said Nicholas Crampton, Managing Director of Fourth Wave Wine. “Proving the effectiveness of the brand, since launch in April 2016, the Take it to the Grave Pinot Noir was the largest selling Pinot Noir NPD in Australia of 2016 (Aztec Dec) and the brand is performing very strongly in Australia, New Zealand, Canada and Asia.”
