In celebration of its 30th anniversary, and in an attempt to better compete in an increasingly saturated category, Arterra’s Jackson-Triggs brand is redesigning its Proprietors’ Selection line.

It is the first time the product line – spanning cabernet sauvignon, merlot, sauvignon blanc and pinot grigio varieties – has received a redesign in more than a decade, prompted by increasing competition in the category.

The new design, which resulted from more than two years of planning and design by the Arterra marketing team and agency partner Jacknife, incorporates a range of colours representative of each variety, as well as dynamic lines and special finishes intended to give it high impact on shelf, while still being rooted in the brand’s DNA, according to Kim Norwich, creative director at Jacknife.“As the wine category continues to grow and new brands enter the market daily, consumers now have more choice than ever when deciding on a wine to buy, and when browsing stores,” Gurston Allen, senior brand manager at Jackson-Triggs, tells strategy. “It was important for us to make sure we were capturing consumers’ eyes as they browsed in this saturated market, and we saw an opportunity to help consumers discover more of what they love by distinguishing each of our varietals more clearly, with new, bold and rich colours to personalize each product more.”

The Jackson-Triggs logo has also been updated, incorporating a new typeface and simplified emblem designed to create a recognizable visual asset for the brand as a whole.

The ultimate goal was to create a fresh look for the wine that would still be recognizable to the brand’s core consumer – a “top priority” for the brand, says Allen – while also appealing to potential new customers who might reach for a bottle while browsing.

“We want to be sure we continue to inspire our core consumer while gaining new fans of the brand and appealing to those who don’t currently purchase Jackson-Triggs,” he adds. “Our new packaging celebrates our history and quality heritage, with a new, more dynamic and contemporary design that we believe consumers will find clean, sophisticated and yet approachable, making it a great everyday wine.”

The new design also incorporates a few other fresh elements. On the reverse, a QR code can be scanned that leads to the Proprietors’ Selection landing page, featuring more product details and an online video, titled “Winemaker,” showing the work that goes into making the win. In future, the QR code can be reused to direct consumers to new contests, giveaways, promotions, offers and fresh video content.

In addition, the branding now includes messaging from The Right Amount, an initiative of industry advocacy organization Wine Growers Canada that encourages moderation in drinking.

The new packaging has rolled out across the country on all product sizes in the Proprietors’ Selection line.