The Kings Series wins 'Best Label in Show'

MEDIA RELEASE
21 October 2010

The Kings Series wins ‘Best Label in Show’

Standing out from the crowd pays dividends in international markets

The King’s Favour Sauvignon Blanc 2010 and The King’s Thorn Pinot Gris 2010, by Marisco Vineyards, has been awarded the prestigious ‘Best Label in Show’ at the International Aromatic Wine Competition. ‘Best Label in Show’ is awarded by a panel of design experts to the brand that demonstrates the highest quality design, best use of colour, and most unique approach to wine labelling. The label was designed by Chris Thompson from Hook Design.

Chief Winemaker and Owner of Marisco Vineyards, Brent Marris, says the award confirms the company’s belief that their unique branding has been a significant contributor to their international success.

“Since we launched The King’s Series last year, our distributors in international markets have consistently told us that The Kings Series has a unique position among New Zealand wines. The brand’s distinctive look has helped us stand out from the plethora of other New Zealand wines trying to make it abroad.

“Of course the wine is great too, but when times are tough you’ve got to meet all of the consumer’s expectations. Look, brand story, taste and price all drive purchasing decisions,” says Marris.

Eighty-two percent of Marisco Vineyards volume is sold offshore, and its international business has grown 107% over the past two years.

“We took a real leap-of-faith with The Kings Series. My winemaking has always been about family and so I wanted to build a wine that told my family story. This was a big shift away from provenance and terroir which wine brands are usually built around.

“New Zealand wine runs a real risk of becoming commoditised, especially when supply outstrips demand, so as an industry we have to constantly seek new ways to set our wines apart. Our experience shows that people want to feel engaged and entertained by their wine,” Marris says.

The Competition, in its eighth year, is open to all aromatic wine varieties made in New Zealand.

ENDS

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