Fourth Wave Wine has launched the Paddington Lane Wine Co range, which it says is Australia’s first specialist rosé brand. The wine is packaged in an embossed glass bottle manufactured by Saverglass France (now owned by Orora), designed by Denomination Design.
Indeya Passfield, marketing and digital manager at Fourth Wave Wines, told PKN that the concept for the design was to create a range that showcases the spectrum of the three rosé varieties on offer, all within a uniform brand.
Instead of a typical label, the design is embossed into the glass, with only a small tag and label on the bottle neck, which are printed by Ultra Labels & Flexpack.
“The inspiration for Paddington Lane's design comes from the uniquely detailed terrace houses in Paddington Sydney (and London). The intricately embossed wrought iron lace on the bottle adds elegance whilst the back of the bottle features a wine quote by Robert Louis Stevenson [wine is bottled poetry] giving romantic appeal,” she said.
She explained that the visual appeal of the embossed bottle enhances the viewing experience as consumers can interact with the rosé wine colour. “When sharing a shelf, all three varietals show variances in the wine's colour. The bottle is beautiful, contemporary and is a key feature of the Paddington Lane brand – a printed label wouldn’t offer the same holistic experience from sight to feel and taste,” she said.
Fourth Wave Wine MD Ross Marshall said the popularity of rosé continues in Australia, having grown by 15 per cent during 2020-2022.
“Tapping into domestic consumption trends and launching for the summer season, the new Paddington Lane Wine Co is designed to showcase what home-grown Australian rosé is capable of,” Marshall said.
