Jam Jar Sweet Shiraz Flaunts a Fun & Flirty New Look

A change was called-for after the design came under trademark infringement claims by a large food products corporation.

1/3/2011 --- The popular Jam Jar Sweet Shiraz will have a new look to its name beginning in 2011. A retro-inspired red and white pattern will replace the original checkered gingham on the capsule and carton, while the unique Sweet Shiraz flavor will remain. The fresh design will launch on the 2010 vintage bottlings, set to hit shelves nationwide during the first quarter of the New Year.

From its inception, Jam Jar Sweet Shiraz garnered attention for the visual impact of its red and white checkered pattern. A change was called-for after the design came under trademark infringement claims by a large food products corporation. An initiative was then drawn to create a new, distinctive and lively design, that stayed true to Jam Jar’s messaging as “Sweet Perfect…Simple, Pure and Honest.”

"We are delighted with the new packaging and believe this is an exciting evolution for the Jam Jar brand; receiving its 'own' identity," said Andre Shearer, CEO of Cape Classics which produces Jam Jar. "When we launched Jam Jar Sweet Shiraz, it was our objective to provide consumers with a delicious sweet red wine, with a package to match. This fun and eye-catching change aims to better achieve the brand’s ultimate objective.”

The screwcap capsule and carton will display the new pattern, as well as refinements to the text of the logo and label. The rebranding will be supported by a marketing campaign, social media push and various trade initiatives. Further details on marketing plans will be made available closer to the introduction and throughout the year.