Home Industry News Releases Napa Valley’s Historic Beaulieu Vineyard Increases Quality Cues In Packaging

Napa Valley’s Historic Beaulieu Vineyard Increases Quality Cues In Packaging


(Napa CA – February 22, 2017) – Beaulieu Vineyard (BV) announces a complete label upgrade in 2017, the first in an ambitious plan of reinvestments in the winery and the brand. The winery will debut new label designs for several of the winery’s tiers, including Beaulieu Vineyard Georges de Latour Private Reserve, its Napa Valley collection, and Rutherford Cabernet Sauvignon. Following the redesign of the Beaulieu Georges de Latour label in September 2016, new labels for the winery’s popular Napa Valley Cabernet Sauvignon and Merlot will coincide with the release of the 2014 vintage in February, followed by the Rutherford Cabernet Sauvignon later this year.

Additional investment and support behind Beaulieu Vineyard’s new look includes a national advertising campaign, the introduction of new point-of-sale and luxury sales tools, new case shippers, a new website that will launch later this month and investments in the winemaking and production facility further down the road.

Since its founding in 1900, Beaulieu continues to be celebrated for having some of the very best vineyards in Napa Valley, including the prized BV No. 1 and BV No. 2 ranches, located on the Rutherford Bench, recognized for being among the best terroir in California. The new label design retains key historic design elements for which Beaulieu Vineyard has long been recognized, such as its iconic BV logo, while featuring an upgraded, more contemporary look to enhance standout on shelves and better communicate the winery’s history, legacy and authenticity as a Napa Valley “Grand Cru” producer dating back to 1900. The winery’s iconic BV logo in block lettering will for the first time hover over a newly-added BV silhouette in larger typeface. An elongated, brighter white label pays tribute to the classic, elegant design of the historic labels which adorned bottles released during the many decades of Beaulieu Vineyard’s legacy of Napa Valley winemaking under the leadership of legendary winemaker André Tchelistcheff.

Of the new packaging, Seth Hynes, Vice President of Marketing for Beaulieu Vineyard, offers, “Beaulieu Vineyard’s new labels feature more premium cues, increasing consumer perception that they are purchasing the perfect wine for special occasions and fine dining.” Hynes continues, “Beaulieu Vineyard’s rich heritage upholds its commitment to rarefied values – in winemaking practices as well as at the table. The winery’s evolved packaging communicates these values, and an unbroken commitment to craftsmanship and stolid leadership with consumers.” Treasury Wine Estates envisions the packaging update will enhance the consumer experience, particularly in fine dining and hospitality establishments, where the brand enjoys loyalty and strong performance.

Despite a legacy spanning over 115 years, Beaulieu Vineyard’s cellars have been overseen by only four directors of winemaking, with Jeffrey Stambor currently continuing its longstanding philosophy of producing the finest quality wines from the Napa Valley. Stambor began his career at Beaulieu Vineyard in 1989 as viticulturist/enologist, combining a deep understanding of viticulture with intuitive winemaking and had the unique opportunity to work directly with legendary winemaker André Tchelistcheff. Today, Jeffrey continues that legacy celebrating his 28th year at Beaulieu Vineyard.

Since 1900, Beaulieu Vineyard has set the standard for California wines that stand among the world’s finest. Beaulieu’s rich history and storied vineyards offer the visitor a unique opportunity to experience the finest of Napa Valley.

About Beaulieu Vineyard

Established in 1900, Beaulieu Vineyard is one of the most historic Napa Valley wineries, setting the standard for quality and innovation in Napa Valley winemaking. Today, Beaulieu Vineyard holds a unique place in the history of California wineries and is one of the most collected American Cabernets. For additional information, please visit www.bvwines.com.

About Treasury Wine Estates

Treasury Wine Estates (TWE) is one of the world’s largest wine companies, listed on the Australian Securities Exchange (ASX). The company has a rich heritage and a portfolio of some of the most recognized and awarded wine brands in the world, including Penfolds, Pepperjack, Wynns, Beaulieu Vineyard, Beringer, Wolf Blass, 19 Crimes, Matua, Chateau St Jean, Sterling Vineyards, Gabbiano, Lindeman’s, Rawson’s Retreat and Blossom Hill. TWE is focused on portfolio premiumization and brandled marketing, with world-class production facilities in  internationally recognised wine regions. The company sources grapes from a mix of owned, leased and third-party vineyards. Employing approximately 3,500 winemakers, viticulturalists, sales, marketing, distribution and support staff across the globe, TWE’s wines are sold in more than 100 countries worldwide. For additional information, please visit www.tweglobal.com.

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