As part of the rebrand and restructure of Bethany Wines' portfolio, we were asked to elevate their Reserve wines - to more comprehensively represent their pinnacle of winemaking in line with the credentials of the wine, using the labels as a means of project their history, brand story and stature.
This reserve range of wines from Bethany were envisaged a series of ‘chapters’, each honouring various people from their heritage and highlighting their respective contributions to the Bethany Wines' 165 year story.
Whereas the other Bethany ranges told their stories with imagery, as a point of distinction, these icon wines expressed their stories in words. It was a generational story, so the words revolve around the label like tree rings, alluding to the cumulative contributions of each of the people.
The Bethany Reserve ‘GR’ is a testament to the dedication of fifth generation brothers winemakers, Geoffrey and Robert Schrapel in crafting and building Bethany Wines. Whereas the Bethany Reserve ‘LE’ is a tribute to fourth generation vignerons, Lawrence and Edna Schrapel who, for over 50 years, were resolute and caring custodians of the Bethany vineyards.
With a high price point and a limited quantity available, the release of these wines with their new livery created immediate impact, with a major increase in sales and creating a significant expression of interest in the brand that also rippled down to their other lower priced tiers of wines. The client and the market were all suitable impressed.