Duxton Vineyards’ new 100 per cent vegan-friendly wine range ‘Rewild’, crafted with minimal intervention and “a genuine focus on sustainability” is set to be launched from April 2022.
According to Wayne Ellis, general manager at Duxton Vineyards, the new wine range forms part of Duxton’s commitment to the environment and carries its focus on sustainability across the range – from grape growing and winemaking to production and packaging.
Brand design agency Molasses, which worked on the Rewild brand, was briefed to reflect a design that demonstrated Duxton's commitment to the community, environment, and the land of the wines in the range, with a focus on sustainability.
carbon footprint.
Dan Parritt, founder and business director of brand design agency Molasses said: “Working with the Duxton Vineyards team, it quickly became clear that this is a brand of action – not just stating sustainable, but actively working to regenerate their environment. We developed the proposition, ‘positive in nature’ across brand and comms – encouraging our consumer to learn about the brand’s progressive journey… not perfect.”
“We wanted to capture the spirit of the Murray-Darling and evoke a sense of journey. This simple idea informed the entire brand approach – from materials, colour palette to art direction. It was important that every design decision we made, linked back to this broader brand story, while creating a positive environmental impact. We adopted a tone of voice that inspires, grounds, and intrigues the reader, with a little bit of wildling thrown in,” he said.
“We are focused on sustainable packaging solutions. Today, Rewild uses FSC-certified recycled cardboard (produced by Visy Board), labels made from recycled sugar cane pulp (printed by CCL Label) and lightweight bottles (produced by Visy Glass) to help lower the carbon footprint,” he added.
“At Duxton Vineyards, we aim to raise the industry bar for sustainability, and want to actively do something to better the climate; to make a positive impact as a grower and producer,” said Ellis, pointing out that the Rewild brand is committed to progressive sustainability and actively reducing its footprint with several environmental initiatives in place. This includes working towards a 100 per cent renewable energy target, strict water saving programs and biodiversity management plans.
The new Rewild range, bottled by Vinpac, includes Pinot Grigio, Chardonnay, Moscato and Sauvignon Blanc, with red wines arriving later in 2022. The range will be available across the country exclusively from Dan Murphy stores, as from April 2022.
