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Denomination has created a new brand and packaging identity for Portuguese drinks label Quinta da Pedra Alta’s latest white port to capitalise on the renewed and developing consumer interest in the low-ABV beverage.

The new Pedra No 3 port has a delicate white label with rose gold accents for the typography, where Denomination aimed to celebrate the vineyard’s history, dating back to the 18th century, while opening up the potential for new generation drinkers with a modern feel.

An illustration of the botanicals found on the estate is embossed on the label, while the glass bottle is frosted and copper-foiled elements “deliver premium cues, both visually and in hand”.

Quinta da Pedra Alta owner and director Isabella Caprano said the team approached Denomination because of its track record in taking legacy drinks and making them work in a modern, premium context.

“I love the interpretation of our three feitoria into a distinctive brand icon. I also love that they use the latest production and print innovations, coupled with a strong understanding of market trends, to get the best results possible,” Caprano said.

“We now have a subtle, sophisticated product with just the right amount of iconicity for our target consumer. It’s innovative, beautiful and encourages people to think differently about port.”

Denomination CEO Rowena Curlewis said consumers are looking for exciting new drinks but still want these products to have integrity, heritage and depth.

“Choosing Pedra No 3 needed to convey that, as a consumer, you have knowledge and good judgement, as well as a finger on the pulse of the latest drinks trends,” Curlewis said.

“So a major part of our strategy was to celebrate the estate’s history, while creating a modern drinking experience that conveyed a sense of ‘accessible luxury.”

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