Black Tower expects dramatic impact with 'half-and-half' bottle

Simeon Goldstein, packagingnews.co.uk, 17 March 2010

 

German wine Black Tower is making a dramatic departure from its iconic black bottle with a half black, half clear version that will hit supermarket shelves in May.

 

The revamped Rivaner bottle is part of a brand overhaul that German wine maker Reh Kendermann is introducing following two years of development and customer research in the UK, US and China.

 

The updated look is designed to give a modern feel while retaining the iconic shape and involves a new logo and label, smooth rather than dimpled glass and a long screw cap.

 

Clear glass bottles have been adopted for the majority of the range, but for the Rivaner variety, the firm opted for a half black, half clear bottle that it said "stood out from the crowd with incomparable on-shelf impact at the point of sale."

 

Reh Kendermann managing director Nik Schritz said: "The new pack design combines the iconic black bottle with the ultimate, stand-out dramatic bottle design.

 

"This truly iconic, distinctive and popular wine brand is set to capture new consumers internationally and achieve even greater sales success."

 

To coincide with the new pack design, the firm is also introducing a 'special release' range of higher quality wines to further enhance the brand's overall image.