March 02, 2004

By: Martin Collins
Website: http://www.1st-in-steaks.com

New look Lillydale Estate wins major accolade at prestigious global packaging design

Lillydale Estate, owned by Australia’s largest family-owned wine company, McWilliam’s Wines – has been named the winner of the Wine Category at the tenth annual Beverage Packaging Global Design Awards in New York last week.

The prestigious competition attracted entries from 13 countries and is the only worldwide design competition exclusively for packaging and branding of all categories of beverages.

Lillydale Estate received the gold medal for its contemporary new label design. The unique new labels feature black and white photographs – taken by Australia’s foremost wine photographer, Richard Humphrys – depicting each variety.

“The photographs, taken of our Estate vines, were specifically chosen to reflect the region’s temperate climate, the wine’s individual style, and Lillydale Estate’s elegance,” McWilliam’s Group Sales & Marketing Manager, George Wahby said.

“The labels completed the whole Lillydale Estate package: award-winning wines, outstanding quality and now an elegant and contemporary image. The result has been a two-fold increase in Lillydale Estate’s sales since the new labels were introduced in June,” Mr Wahby added.

The award-winning labels were designed by Australian design consultancy, Kirby Design.

“It’s a great feeling to be given this accolade. We believe the Lillydale label is an example of how a striking design can translate into effective branding and achieve strong marketing results,” Kirby Design’s Managing Director, Helen Kirby said.

The Lillydale Estate range includes a Shiraz, Cabernet Merlot, Pinot Noir, Chardonnay and Sauvignon Blanc and is available nationwide in limited quantities from fine wine stores.

The award was announced at a presentation dinner held last week in New York.

Lillydale Vineyards was purchased by McWilliam’s Wines in 1994. Over the next eight years, McWilliam’s progressively expanded the site to include a new cellar door and 60-seat restaurant and festival pavilion complex overlooking the picturesque Mt Toolebewong Ranges. In 2003, Lillydale Vineyards was renamed Lillydale Estate.

The two Lillydale Estate vineyards – named Morning Light and Sunnyside – are now the major source of fruit for the Lillydale Estate range. The remainder is now sourced from other premium Yarra Valley vineyard sites.

About The Author:

Martin Collins is a successful author and regular contributor to http://www.1st-in-steaks.com.  Great tips on buying top quality meats, steaks and seafood from the finest ranchers and butchers.