Spar gives popular fortified wine contemporary makeover

Spar fortified wine cream: label makeover

Spar fortified wine cream: label makeover

Spar has revamped its British fortified wine range with a more contemporary label.

The packaging for the three-strong range, which encompasses Pale Cream, Cream and Medium, will now feature a simple, clean design depicting the image of a tree on a black, white and gold label.

The new label for the wine was designed by Robson Dowry, to keep the range consistent with the rest of the recently redesigned Spar wine brand.

Spar spokesperson Cath McIlwham said: “Fortified wine is a strong category for Spar, appealing to an important sector of our core customers, as it is a popular, cheaper alternative to sherry.

“We’ve had great success this year with the redesigned wine range and we wanted to bring the fortified wines in to the same style with better quality, contemporary labels.

“We have a strong market share in this category, selling around 35,000 cases annually,” she said.

“The range has been re-designed to make the packaging simpler, cleaner and more contemporary, whilst retaining the original name so our customer base can still recognise the product,” said McIlwham.

“The fortified wines have been benchmarked against the key brands to offer a great product at a competitive price point,” she added.

The British fortified wine range is now available in Spar stores with a recommended retail price of £4.49.