Jules Taylor released her first Rosé in 2009, well before Kiwis were drinking Rosé as they are now, fast forward a decade and Rosé is now one of the most crowded wine categories. To compete in this congested market Jules Taylor’s Rosé packaging required a refresh.
The brief was to create a less traditional, emotionally resonant label that reflected Jules’s winemaking ethos, whilst still being clearly linked as part of the established Jules Taylor range. As chief winemaker, in an industry typically dominated by men, we felt Jules’s personally honed craft was worth putting centre stage. In christening this Rosé ‘The Jules’, we did just that.
The resulting label is unapologetically feminine. Our delicate illustrative approach reflects Jules’s hands on, natural approach and her attention to detail in all aspects of the winemaking process.