VILLA MARIA UNVEILS A BOLD NEW CHAPTER WITH An evolution of its iconic label.
Villa Maria has revealed a striking new evolution of its label – a change that honours six decades of award-winning winemaking while setting the stage for the future of one of New Zealand’s most iconic and celebrated wine brands.
It’s bold for a brand with a devoted global following to reimagine its look. But Villa Maria – the first major winery in the world to move entirely to screw caps, a founding member of Sustainable Winegrowing New Zealand, and more recently, introducing its Sauvignon Blanc in a convenient single serve can - has always led with a spirit of innovation. This latest evolution continues that tradition, pairing a fresh, contemporary aesthetic with the distinctive heritage that has made Villa Maria a benchmark for New Zealand wine for more than 60 years.
The refreshed design, launching with Villa Maria’s 2025 vintage across its flagship Private Bin and Cellar Selection ranges, 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.
“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.”
The new packaging was developed in collaboration with leading design specialists, Design Bridge, and tested with consumer research across key markets.
“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*.
In line with the brand’s commitment to sustainability, Villa Maria has also adopted a lighter weight 390gm glass bottle across the updated range.
New Zealand will lead the rollout of the new-look 2025 vintage, with wines on shelf from September. Most major markets, including the UK, Ireland and Canada, will follow from November.
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 06.07.2025
