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Viña Errazuriz Announces the Evolution of Max Reserva

Viña Errazuriz Announces the Evolution of Max Reserva

Viña Errazuriz presents the new image of Max Reserva to project the fine wine range into the future with the same quality, tradition, and leadership it has always been known for.

The new packaging features first-class materials including textured paper and gold foil, maintaining the innovative spirit that characterises the Max Reserva range. There is a revised drawing of the Errazuriz 1870 cellar, and each wine explains its terroir based roots that ties the wine to the soil in which it is grown. Errazuriz also has an updated logo to reinforce their family tradition, which will be consistent throughout the ranges.

For the first time, the history and philosophy of the Max Reserva wines are laid out on a dedicated website ( along with technical information for each variety: Carmenère, Cabernet Sauvignon, Chardonnay, Merlot and Syrah.

José Moreno, Marketing Director of Viña Errazuriz, says "Starting the re-design project of Max Reserva was a huge challenge for the marketing team. We knew the quality of what we already had, and we knew that the brand was stronger than ever. But we also knew that improving what is already good is part of our way of doing things at Viña Errazuriz in order to keep ahead and anticipate any difficulties that might arise. This is part of our philosophy, not only in marketing, but also in our vineyards and winemaking.

"After almost a year's work, we now feel very proud of the result. In the end we have enhanced the image of the Max Reserva range using its values and heritage, but also by including on the front and back labels references to each wine's provenance and the character of its terroir. Our Max Reserva range is shown to our consumers, once again, with a stronger personality and remains one step ahead!"

The Errazuriz Estate was founded in 1870 and has built a reputation as the "Premier Family Wine Estate of Chile". The Max Reserva wines were introduced in 1997 and are today enjoyed in more than 50 countries; they are concentrated, complex but elegant, made from a limited selection of the best grapes grown at the Don Maximiano and La Escultura Estates.

The new-look Max Reserva will be on the Hatch Mansfield stand N40 at LIWF.

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