Home' Hospitality Business : HB APL 2016 Contents 52 | April 2016 | Hospitality BUSINESS
INNOVATION IN WINE
WINE INDUSTRY EVENTS
Sileni Estates has unveiled a new logo and
package design, revitalising the label, while
capturing the heritage of the brand.
Sileni was established in 1997 by
entrepreneur Sir Graeme Avery, motivated
by a love of food and wine, developed during
business trips to wine regions around the world.
The winery’s first vintage was in 1998, since then
business has grown from a production of 2,000
cases, to a remarkable 750,000 cases today,
making it one of the fastest growing wineries
in New Zealand. Sileni wines are exported to 82
markets around the world.
“The new packaging rejuvenates the look of the
Sileni range,” says Avery, “while ensuring that
our packaging is still clearly recognisable to our
customers. We wanted to create a package that
communicates how we think our wines are best
enjoyed – with great food and good company.”
The changes to the Cellar Selection range
include a larger, cream coloured label,
improved print finishes and a branded silver
capsule. The Sileni logo is more prominent and
has been refined to strengthen recognition.
Avery adds, “our Cellar Selection range is
created for everyday enjoyment and is available
in all our markets around the world. As a result
it was important that we evolved the design, the
changes are subtle but effective, resulting in a
package which is more visible and durable.”
The Estate Selection range, the reserve tier,
has been given more of a dramatic refresh,
with the introduction of a cool grey and silver
label, premium printed StelvinLux capsule and
improved paper stock and print finishes.
The Sparkling range now incorporates more
traditional sparkling design cues, with black,
gold and metallic hues. A textured varnish,
depicting sparkling bubbles, adds depth to the
label design. The design work was completed
by award winning design house, BD Creative
in London. The new packaging was rolled
out across New Zealand from March 7, with
international markets to follow.
Sileni Estates debuts a new look
700 New Zealand wineries can’t be wrong
and this 20-21 May thousands of people
will have the opportunity to dive in amongst
some of our very best and search for their
favourite drop. WINETOPIA is an event where
organisers promise “the imaginations will
run wild, personalities come alive and all the
senses will be satiated”.
WINETOPIA will take place at Shed 10
in Auckland’s CBD for two big days of
celebration. It is the most comprehensive
public wine tasting event in the country
with all major regions represented along
with food matching, sommelier-led tasting
classes and live music at the end of the
session to round off the experience.
Recently awarded the 2015 Business
Traveller Gold Medal for Best Overall
Wine Cellar, as well as the Gold Medal for
Best First Class and Best Business Class
Sparkling, sponsor Singapore Airlines
is proud to be able to continue its long
standing commitment to fine wine and
food through supporting WINETOPIA. “We
constantly strive to ensure we have the
finest selection of wines and cuisine on
board our aircraft and we look forward to
presenting some of the very best wines
New Zealand has to offer to our customers
and the general public at WINETOPIA,”
says Simon Turcotte, General Manager,
Singapore Airlines New Zealand.
WINETOPIA is created by Lemongrass
Productions, the company that produces
Restaurant Month, Street Eats and the Taste
of Auckland Festival. “The wine scene here
has quickly become one of the most exciting
things about New Zealand, with almost
700 wineries now spread the length of the
country,” says Claire Baudinet, Marketing
Manager for Lemongrass Productions.
“We are loving this opportunity to
bring some of our rock-star wine makers
together, just after harvest to share
some of their most delicious bottles
with thousands of people at WINETOPIA
presented by Singapore Airlines,” she said.
The event has a unique tasting
format – visitors literally taste their way
through wine regions of the country in
one afternoon or evening, discovering
exciting new varietals, food matches and
intriguing personalities in the process.
They can then purchase full bottles or
cases to take away and cellar or enjoy
during the winter months.
Nick Stock, Australian wine guru is
ambassador for the event, which is organised
into three sessions: Friday 20 May 5:00PM
- 8:30PM, Saturday 21 May, from 12:00PM -
3.30PM and Saturday 4.30PM - 8PM.
Tickets are on sale now at winetopia.
nz and include the first five wine tastings
plus a wine glass. Food offerings will be
purchased with cash on the day.
WINETOPIA – celebrating
New Zealand wine
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