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Chris O'Shea, executive director for sales and marketing at the company of wine people, explains, "Our consumers consider the clean, classic diamond logo to be iconic for the brand, so this remains but it has also been enhanced to be bolder and more visible on the label.

"The icon is further reinforced on the capsules, where the brand name is unconventionally printed in the shape of a diamond and set against the lighter, brighter colour palette."

"Our consumers take a fun, light-hearted approach to wine drinking, so now we have taste descriptors that tell them, purely and simply, what's in the bottle - for example, 'Crisp and Fruity' or 'Mellow and Smooth.'"

"Our consumers are always on-the-go and embrace technology in the new media space. We now also make use of QR-codes on the label, which gives our consumers greater freedom to interact with the brand when and where they want to."

"The brand will see some innovative product developments - including the launch of a 2-litre boxed wine option - in the coming months," he concludes.