The UK’s No 1 New Zealand wine brand has revealed a striking evolution of its iconic label and, in line with its commitment to sustainability, a lighter weight 390gm glass bottle across the updated range.
The refreshed design, launching with Villa Maria’s 2025 vintage across its flagship Private Bin and Cellar Selection ranges, was developed in collaboration with leading design specialists, Design Bridge, and tested with consumer research across key markets. It amplifies the brand’s recognisable red chevron with a die-cut finish for immediate shelf impact. A brighter, textured background enhances the premium cues, while a more prominent ‘New Zealand’ proudly reinforces origin.
The new-look 2025 vintage has arrived on-shelf in the UK in time for the key festive trading period. The Private Bin Sauvignon Blanc 2025 can be found RRP £11 in Morrisons, Majestic, Sainsbury’s, Tesco, Waitrose, and Asda, while the Private Bin Pinot Grigio 2025 is available to buy RRP £11 in Waitrose, Tesco, and Morrisons.
“In a highly competitive category where a large number of brands are contending for share of mind, we have to work harder to stand out and be quick for shoppers to find on shelf,” said Sarah Szegota, General Manager of Marketing and Communications at Indevin Group.
“We see this new label as a celebration of where we’ve come from and where we’re going. We’re utilising the power and growth trajectory of Villa Maria, which has seen a record year in the UK, Ireland, China, South Korea, and Canada, while showing up bolder on shelf for greater stand out and broader shopper appeal.”
“Our research confirmed the winning pack design delivered strongly against our action standards compared to the current design and others tested. The new design delivers strong appeal, high purchase intent and a premium perception to both loyal fans and new consumers, including in Villa Maria’s strongest market the UK, where the brand continues to lead as the No 1 New Zealand wine brand in value and volume*.
The refreshed packaging will extend to Villa Maria’s Reserve range in 2026, while the Fine Wine portfolio and sub-brands will retain their current designs.
* Nielsen MAT 06.09.2025