Firstland wines

De Redcliffe Wines commissioned us to design a ‘de Redcliffe Reserve' label, for higher quality wines than they had been known for. Our advice was that the brand had a price-point ceiling, and that a new brand would be required to achieve a higher shelf price.

Firstland was developed to be proudly New Zealand, at one with the unique nature of the country, a new world wine with its roots firmly in the soil. We chose to break some rules, without moving so far out of the sector language that the required quality and price positioning were diminished.
From moment of launch, price per bottle increased an average of 9.8% over the previous de Redcliffe yield. Export sales rose 30% over the previous year's de Redcliffe sales in the first year post-launch. Sales in New Zealand rose 12% over the previous year in the first 12 months post-launch.