Apothic Wines, America’s leading red blend and top-selling premium wine, has unveiled a refreshed label design aimed at enhancing brand recognition and consumer engagement. According to Beth Orozco, vice president of marketing at E. & J. Gallo Winery, the redesign is a proactive step to maintain the brand’s leadership position in the competitive wine market. “While Apothic is already number one, we believe staying ahead requires constant evolution,” Orozco explained. “This redesign was not born out of necessity, but out of an opportunity to grow.”
The updated label retains Apothic’s signature “A” emblem but introduces a more modern, polished design for improved visibility on store shelves. “We wanted to refine the iconic look while keeping the familiar ‘A’ that fans recognize,” Orozco said. “The new design offers greater clarity, making it easier for consumers to identify and select their favorite wines.”
The subtle changes to the label are intended to capture the attention of both loyal fans and new customers without alienating the brand’s established following. “It’s a small but impactful update that enhances shelf presence and ensures Apothic remains approachable,” Orozco added.
The redesign process, which took two years to complete, was informed by feedback from over 52,000 consumers. The result is a contemporary look that better reflects Apothic’s high-quality wines. “Our new packaging is designed to deepen connections with existing fans and invite new ones to explore Apothic’s bold, smooth flavors in an exciting way,” Orozco said.
The redesign also aligns with consumer trends in the wine industry. Research by Ipsos reveals that 72 percent of American consumers say product design plays a significant role in their purchasing decisions. Additionally, a survey by Wine Business Analytics found that 81 percent of wine drinkers prefer labels that are clear and easy to understand.
Accompanying the packaging overhaul is Apothic’s “Find Your Signature Taste” campaign, which features renowned chef Olivia Tiedemann. Tiedemann’s culinary expertise and 4.4 million Instagram followers make her an ideal partner to promote Apothic’s range of wines. The campaign will be supported by digital ads, social media, and in-store events, encouraging consumers to discover Apothic’s wine pairings and elevate their dining experiences.
“We’re excited to introduce Apothic’s new packaging, which reflects our ongoing commitment to evolving the brand while maintaining the quality our fans love,” said Carmen Maria Navarro, senior director of brand management at E. & J. Gallo Winery.
The redesign spans the entire Apothic portfolio, including popular wines such as Apothic Original Red, Cabernet Sauvignon, Merlot, and Pinot Noir. Ashleigh Ricchio, Apothic’s winemaker, emphasized that while the label has changed, the wines themselves remain true to the brand’s signature style. “We continue to focus on high fruit intensity and careful winemaking practices to deliver the bold, smooth wines that Apothic is known for,” Ricchio said.
With its refreshed design and expanded marketing efforts, Apothic Wines aims to further solidify its position as a leader in the premium wine category.
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