Apothic Wines Offers Redesign To Interest New Drinkers And Fans

America’s number one red blend redesigned its label.

Apothic Wines recently refreshed its label and packaging. “While Apothic is the number one premium wine and America’s number one red blend, we believe that staying a leader means continuously evolving,” says Beth Orozco, vice president of marketing for E & J Gallo Winery, which owns Apothic Wines. “The redesign wasn’t about necessity—it was about opportunity.”

The new design still features the “A” that Apothic is known for, but it offers more visibility for existing fans and new fans. T”he new label refreshes Apothic’s iconic look with an elevated design that improves shelf visibility while retaining the recognizable ‘A’ emblem,” Orozco says. “The redesign answers consumers’ call for clarity on what to expect from each bottle, making it easier for them to discover their favorite wines and enhancing the brand’s recognizability.”

While the change isn’t big, it should make a difference, helping Apothic stand out on the shelves at wine and liquor stores. “It’s a subtle but impactful change that casual consumers will notice without feeling alienated,” she says. “It still feels like the Apothic they know and love.”

The redesign is two years in the making, and it was crafted with the influence of “extensive consumer feedback” or rather the input of more than 52,000 wine lovers. “The result is a more contemporary, elevated label that better communicates the brand as well as the quality of the wine,” Orozco says.” This new look not only deepens connections with our loyal fans but also invites new consumers to experience Apothic’s bold, smooth flavors in an exciting, fresh way.”

Apothic’s redesign is reflective of wine trends. According to research by Ipsos, a whopping 72 percent of American consumers say that product design influences their purchasing decisions. Also, 81 percent of wine drinkers want wine labels that are clear and easy to understand, according to Wine Business Analytics.

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The sleek, new design is accompanied by Apothic’s ‘Find Your Signature Taste’ campaign, featuring acclaimed chef Olivia Tiedemann. Orozco says her inventive and distinctive culinary approach makes her the perfect partner to showcase Apothic’s unique, crave-worthy wines to her 4.4M Instagram followers. The campaign will also be amplified through retail point of sale, digital ads, experiential events, social media, and supported by four influencers, inviting consumers to explore the brand’s diverse offerings and discover pairings to elevate their dining experiences.

“We’re excited to introduce Apothic’s new packaging, a reflection of how our brand continues to evolve,” said Carmen Maria Navarro, senior director of brand management at E. & J. Gallo Winery.

The aesthetic overhaul spans the entire collection, including popular wines such as Apothic Original Red, Cabernet Sauvignon, Merlot, and Pinot Noir, to accentuate each bottle on shelves.

“While the look has evolved, Apothic continues to deliver the same smooth wines with high fruit intensity that our fans know and love,” says Ashleigh Ricchio, Apothic winemaker. “With detailed practices like harvesting at optimum grape maturity and delicate handling, we ensure that every bottle captures the signature style and quality Apothic is known for.”