Middle Sister wines introduces a new label and new look
Middle Sister wines has introduced a revolutionary new label and new look for its popular range of wines. Designed to disrupt, the package is based on a series of quirky "middle sister" characters who each claim their own varietal and personality. Middle Sister wines were launched on social media in 2008 and have a large following of passionate fans as well as national distribution at wine retailers across America.
"When I first came up with the idea of Middle Sister wines, everybody thought it was crazy to put a stick figure on a wine label. It ran counter to every wine marketing rule in the book," says Terry Wheatley, brand founder and executive vice president of sales and marketing for Vintage Wine Estates. "But everybody has a middle sister or knows one—in fact the wine was inspired by my friend's middle daughter. There's just something about a middle sister that draws you to her. She has an authentic appeal that I knew would resonate."