Fetzer Vineyards 

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 One of the industry’s leading premium wine brands, Fetzer (Hopland, CA) —owned by Brown-Forman—produces 2.5 million cases of wine sold in the U.S. and sells another 500,000 cases internationally—primarily in the  U.K. the largest of Brown-Forman’s 12 wine brands, it produces half the company’s total wine volume.

 

With revenue from its core wine brands remaining weak, Fetzer Vineyards has launched a new label and $1 million ad campaign in an attempt to bolster sales.

"It has been a long time in coming," said Erik Jepson, Fetzer brand manager. "We thought it was time to update the packaging. We needed to put a fresh face out there."

 

Brown-Forman produces 4 million cases a year at the Fetzer winery in Hopland. In attempt to bolster sales, the company began a redesign of its Fetzer line of wines. The current label had been used since 2000, Jepson said.

 

The company spent more than $500,000 on research in focus groups in 10 cities and in the United Kingdom, and worked with six different graphic artists before

settling on a design by Stephen Black of Seattle, who also has offices in Santa Rosa.

 

The new label is a traditional design featuring a vineyard with oak trees, an attempt to give the consumer a sense of the organic Mendocino County vineyards that provide some of the Fetzer fruit, Jepson said.

 

Press:

Read the Practical Winery and Vineyard article about the Fetzer brand Packaging Redesign Here.

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read more about the project in the articles below:

Fetzer launches new label to revive sagging wine

sales—The Press Democrat, 8/2004 Here.

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