Villa Maria Launches New Eco-Friendly Wine Packaging for Global Markets

Villa Maria Unveils Bold, Sustainable Packaging Redesign to Strengthen Global Presence

Villa Maria, one of New Zealand’s leading wine producers, has announced a comprehensive packaging redesign across its Private Bin and Cellar Selection ranges, reflecting a bold step toward sustainability, enhanced brand recognition, and global market appeal. The updated design, which launches with the winery’s 2025 vintage, features a lighter 390g glass bottle and a refreshed label that brings Villa Maria’s iconic identity into sharper focus.

Developed in collaboration with international brand design agency Design Bridge, the new packaging highlights the winery’s distinctive red chevron while brightening the background and prominently displaying ‘New Zealand’ to reinforce the country of origin. The redesign aims to make Villa Maria’s bottles instantly recognizable on crowded retail shelves, while also appealing to environmentally conscious consumers through the use of a lightweight glass format.

Sarah Szegota, General Manager of Marketing and Communications at Indevin Group, which manages Villa Maria, explained the strategic intent behind the redesign:

"In a highly competitive category where dozens of brands are vying for attention, we need to work harder to stand out and ensure shoppers can find us quickly. This new label is both a celebration of Villa Maria’s heritage and a statement of our future ambitions. It leverages our growth trajectory and record performance in key markets like the UK, Ireland, China, South Korea, and Canada, while creating a bolder shelf presence that attracts a broader range of consumers."

Villa Maria conducted extensive consumer research prior to the redesign, testing the new label against existing packaging and competitor designs. The results confirmed that the new look outperformed previous designs in appeal, purchase intent, and premium perception. It resonated strongly not only with loyal fans but also with new audiences, reinforcing Villa Maria’s position in its most important international markets.

The redesigned packaging is currently available for the Private Bin 2025 Sauvignon Blanc and 2025 Pinot Grigio, with the 2026 Reserve range set to adopt the same look later this year. Meanwhile, Villa Maria’s fine wine portfolio and other sub-brands will retain their existing packaging designs.

The move underscores Villa Maria’s commitment to sustainability, premium branding, and global expansion, signaling a new chapter for the iconic New Zealand winery. With lighter bottles, a more prominent national identity, and a visually striking shelf presence, Villa Maria is positioning itself to capture both consumer attention and market share in an increasingly competitive global wine landscape.