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Packaging redesign for wine range helps boost sales by 4.3%

The packaging redesign of Booths’ own label wine plays on the supermarket’s heritage as a wine importer.

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Packaging for Booths’ own label wine recently underwent a redesign, led by Smith&+Village. Smith&+Village played on the U.K. supermarket’s heritage as a wine importer, which contributed to an increase in sales of 4.3% during the Christmas season in 2016.

Smith&+Village elevated the range by using the supermarket’s crest on the front of the label with its original name EH Booths & Co to reflect its history as a wine importer.

Exuding confidence
Smith&+Village’s strategy to boost sales was to move away from the brand’s supermarket wine design, and reposition the retailer as a wine merchant. The supermarket has been importing wine for almost 150 years.

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