Treasury Wine Estates has given its Lindeman’s Bin range a new look to coincide with the Aussie winery’s 175th anniversary.
The 14-strong range has been given a significant makeover, featuring new artwork from Australian artist David Bromley that TWE said would create better standout on shelf and provide a continuing boost to the brand’s recent strong performance in the UK - sales of the Bin range grew 28% (£6.54) to £30.2m over the last year [Nielsen 52 w/e 21 April 2018].
The refresh is being backed by a raft of in-store activations and promos, including online and magazine features. In the convenience sector, TWE will be putting PoS materials into depots and stores, as well as showcasing the new packs at “key retailer trade shows”.
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