Sowells launch rejuvenation plan for wine brand

The rebranding will focus on the wine merchant's 133 year history, with classic black, cream and gold colours and the strapline 'Wine Merchants Established in 1878' on the front label. Market research has revealed that consumers trust the brand due to the impressive length of time it has been established.

Constellation are relying on the revamp to increase sales to pub consumers as well as with convenience and independent retailers. The launch will feature several promotions and POS support kits for retailers.

Clare Griffiths, Vice President of European Marketing for Constellation Wines, stated:

"2011 is set to be a big year for Stowells, which is a well loved and cherished brand. We felt that it was important to inject some new life into Stowells that will bring incremental sales growth and profitability to retailers."