Sileni Estates debuts a new look

Monday 7 March 2016, 9:42AM
By Sileni Estates

Sileni Estates is introducing 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, 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,” says Sileni Estates CEO and President, Sir Graeme Avery.

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.

“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,” says Sir Graeme Avery.

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 will be rolled out across New Zealand from March 7, with international markets to follow.


For images or further information, please contact:

Henna Tirkkonen | or +64 20 407 89431

About Sileni Estates
In ancient Greece the Sileni were companions of Dionysus, the god of good things - wine, vineyards and theatre.  Named in their honour, Sileni Estates stands for great food, great wine and great company. The first vintage was in 1998 and since then Sileni wines have won world-wide acclaim for their food-friendly wine style.

The Sileni winery is based in Hawke’s Bay, New Zealand’s oldest wine region. The company has vineyard plantings in the Hawke’s Bay and Marlborough and is one of the largest family-owned wine producers in New Zealand.