As the wine industry navigates a challenging economic landscape, including ongoing market disruption, fluctuating tariffs, distributor consolidation, and shifting consumer preferences, many producers are reassessing their brand identities.
“We don’t have a crystal ball,” says Tom Gamble, the founder and vigneron of newly rebranded Gamble Estates (formerly Gamble Family Vineyards) in Napa Valley. “[A decade ago] we did not anticipate the industry downshift; we saw it in our own numbers and knew we needed radical change.”
“Our job every day is to wake up and to think about how to sell our wine,” says Olivier Souvelain, the CEO of Provence’s Gassier. “And during the last 10 years, everything moved, everything changed, and we decided we needed to give Gassier not necessarily a new identity, but a new philosophy, a new positioning.”
For some wineries, that means a simple visual refresh with an updated label design or new bottle shape intended to grab attention. For others, it signals a deeper transformation, spanning packaging, positioning, audience targeting, pricing strategy, and even the brand’s name. Regardless of the depth or breadth of a given rebrand, though, the goals for many producers undertaking a new look are very similar.
“The objectives of our redesign were to stand out in a category where many wines can look very similar on shelf; to reinforce a strong and recognizable identity [that is] anchored in our own history; and to create coherence across the full range, ensuring all wines feel part of the same family,” says Lourdes Bustamante, the director of communications for Rioja’s Bodegas Montecillo. Ultimately, these objectives should lead to increased profits, further reach, and future-proofing in an increasingly turbulent atmosphere.
SevenFifty Daily spoke with representatives from five wineries that have rolled out new looks or brand identities since 2024, and who have all reported growth attributable to their respective initiatives, for insight into the strategic moves and decision-making that went into ensuring successful outcomes. In terms of their success, consider the following statistics and trends:
Gassier’s sales increased over 40 percent in 2025 due to the rollout of their new label design and bottle shape. Gamble Estates reported significant growth in many meaningful target areas, including average spend per customer, club signups, and tasting room sales. Bodegas Montecillo grew five percent in the first year of their rollout redesign (2024), and an additional three percent in 2025. Washington’s Badger Mountain secured new distributor partnerships due to their new look, and is forecasting 20 to 25 percent growth in sales in 2026 as those bottles begin to hit shelves, despite recently closing their tasting room and focusing on direct-to-consumer sales and memberships. Rioja’s Bodegas Lan reported the strongest sales in their 50-year history in 2025, following the mid-year rollout of their new style.
1. Build a stronger brand story
The overarching element among these winery rebrands was the desire not only to capture attention with new design choices, but to communicate something vital to the consumer—beyond strictly practical information—within their new looks.
In several cases this was an element that had always been part of the brand’s identity, but that perhaps merited more attention. For example, “in developing the new look, we focused on incorporating elements that reflect our identity and sense of place,” says Bella Pablo, the direct-to-consumer sales and marketing manager for Badger Mountain. “As the first USDA-certified organic vineyard in Washington State, that connection to land is central to our story. The new labels feature a topographic map inspired by Badger Mountain and our estate vineyard, which visually reinforces that origin.”
The shift from Gamble Family Vineyards to Gamble Estates also leaned into the estate nature of the business, with new labels featuring larger, more evocative imagery in addition to the new name to better signal the connection to the family property. It was also an opportunity to signal some of the brand’s core values. “We approached this as a holistic brand and sustainability project,” says Bryan Koeberer, the CFO and COO. “The packaging decisions [in Gamble Estates’ redesign] were about tangible impact: lighter glass, more recyclable inputs, and more efficient logistics. Our aim is that when someone picks up a bottle of Gamble Estates, the first impression—lighter‑weight yet still substantial glass, thoughtful materials, a beautiful illustration on the label—is an honest preview of what’s behind it: estate‑grown fruit, careful winemaking, and a long‑term commitment to Napa Valley’s ecosystems.”
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