Peter Lehmann Wines undergoes brand refresh

Peter Lehmann Wines has undergone an evolutionary update with new iconographyhonouring the original promise of Peter Lehmann, and a restructured family of wines.

Peter Lehmann Wines’ (PLW) Global Marketing Manager, Paul Turale said the brand“refresh” is the most significant since Art Series Queens were introduced in the mid-90s.

“The PLW range as it currently stands is the result of organic growth over the past 30years,” Turale says. “To present clearly our existing wines, and set the platform for newreleases, we need to strategically guide the next stage of growth and draw on ourstrengths, in particular the unique stories behind the brand.

“The one common thread to all the stories is Peter Lehmann himself. It was logical tolink the new iconography back to him. This has been achieved with a depiction of hissilhouette, which will now feature on labels across the family of wines.”

The range has also been revised to give each tier a distinct personality in line with thewines. From accessible to icon, the restructured brand tiers are: Art Series; Portrait;Futures; Masters and Stonewell.

Three new tiers – Portrait, Futures and Masters – have been created to clarify thepositioning. Portrait represents the original PLW offer of Barossa Valley Shiraz,Cabernet Sauvignon and Eden Valley Riesling. Futures consists of three Shiraz-basedwines sourced from some of the best available Barossa vineyards; and Mastersshowcases the honing of the craft over the years, with aged versions of the originalvarieties – Wigan Riesling, 8 Songs Shiraz, Mentor Cabernet plus the Margaret Semillon.

Different treatments of the silhouette reflect the style and spirit of the respectiveranges, from the pop-art feel of Art Series; the handcrafted nature of Portrait; the morerefined handcrafting of Futures; to the classic metallic cues of Masters and Stonewell.Chief winemaker Andrew Wigan - who has been with Peter Lehmann since the businessstarted - welcomes the brand refresh, and the clarity it gives the range.

“In the glass, the wines are recognisably Peter Lehmann and all that he stands for. Nowthere can be no confusion on the shelf they are too,” Wigan said.

The new packaging will be rolled out in September. The first wine to wear the new labelis the 2009 Portrait Shiraz – a wine Wigan calls “the heart of Peter Lehmann.”

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For more information:

Paul Turale: 08 8565 9500 - 0488 963 399 - paul.turale@peterlehmannwines.com

Released by Farm Thirteen - Fiona Sainty: 0419 489 055 - fiona@farm13.com.au

Peter Lehmann became part of Barossa legend when he established a winery in 1979 to protect the livelihoodof growers facing financial ruin. In 1982, he put his name behind his promise with the launch of PeterLehmann Wines. Today, around 150 established growers supply fruit from some of the best vineyards acrossBarossa, affording PLW a reputation as one of Australia’s most respected wine producers, twice awarded theInternational Winemaker of the Year, and three times awarded Best Australian Producer at the IWSC