How Biltmore Estate Stayed True to its Brand in Label Refresh

Biltmore Estate last redesigned its packaging in 2014 when a prior label redesign turned out to be a misstep that moved the look too far toward the trends of mainstream wine labels of the time.

“Our goal was to develop a label that was timeless,” said Heather Jordan, Senior Director of Wine and Sales for the Asheville, North Carolina winery. “This direction created alignment with all other aspects of our brand touchpoints.”

For the current label design, Jordan said they leaned into the authentic elements of the brand, including the physical estate, the people, and the storied heritage.

Today, the 8,000 acres are home to America’s largest home, as well as Biltmore Winery, the vision of George W. Vanderbilt and designed by Frederick Law Olmstead.

“Biltmore House is one of the most iconic elements of the brand and it found a home on the labels as a foundational element and serves to create a quick visual cue for consumers who are aware of the brand,” Jordan said.

The labels support the brand’s vision to preserve the art of hospitality. For example, a close-up of a dinner plate is featured on the labels of the Reserve line, which speaks to the legacy of hospitality.

“Through the thoughtful use of packaging elements, visual cues, and story we strive to create an invitation to connect with others and savor life’s moments,” Jordan said. “The wine package is an important part of a comprehensive effort to reinforce and resonate our brand.”

Get more label design insights from MAWBY Sparkling Wines and Niven Family Wines about designing labels in the September/October issue of Vintner. Out soon.

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