Marquee Artisan Wines

What will people try next?
Where and why is Australian wine such a leader?
What can help with that pizzazz that a wine needs on a retail shelf to get picked up?

With these and 100 other marketing questions in mind Marquee listens to the market feedback and is constantly changing and evolving its packaging, products, wine selections and identity. Five years young in the wine industry Marquee is a collaborative effort of Australian talent, winemaking, and brand building with US market savvy, presence and creativity.

Marquee has three lines of wine, the Marquee Classic, Signature, and Romance Series of wines. With the Classic Series, we created a house style – a collection of wines that consumers can trust to be drinkable, approachable with value prices. We also offer our Signature Series wines, a sophisticated group of premium wines made unique by their regional and varietal characteristics. The Marquee Romance Series showcases the dazzle of art in both the label and the winemaking, unique blends of ultra-premium fruit. Our sleek 'Q' logo and interesting labels are representative of our stylish, fruit-forward wines. Every bottle of Marquee is sealed with either the Stelvin Screwcap closure or the revolutionary new Diam cork closure for wine that is guaranteed to be free of taint.

Last year after careful review of our Classic series we felt that a change needed to be made to assist these great value wines to stand apart from their competition in the retail environment. We tossed around several options, but settled on the new "holographic labels" as a way to have something bright and compelling for people to catch their eye. The idea formed and we settled on a unique bright color for each of the series, Green for the Riesling, Yellow/Gold for the Chardonnay, Orange for the GSM and Purple for the Shiraz. We bantered about the idea of embedding an image into the hologram label material, but settled on the reflective metal look as it seemed to best work with other printed words / details on the label.

Sealed with a shinny black screw cap, the hologram Marquee Classic series has shown a strong improvement in consumer "pull through". The idea behind having a label that actually "shows movement on the shelf" to catch your eye has been a great change of pace for the category (Best Value for under $10.00 retail) and has literally allowed Marquee to set its brand out among others with a sparkle. To-date Marquee is one of the first (never having researched or found another wine label) that is using the hologram label stock and will continue this striking trend of Australian innovation.