The Blossom Hill wine brand is launching a new range of premium blended wines exclusively at this year’s Annual Californian Wine Tasting Event on March 22.

The Vineyard Collection is the biggest innovation project from Blossom Hill to date and will create a new premium blended wines sector. The range builds on the success of fruit-led blended wines from Blossom Hill and has been developed with consumers in mind. Research shows that 48% of UK mainstream wine drinkers don’t look for a particular grape variety when purchasing wine even for special occasions, preferring to select by style.

Bloom was briefed to design this range as well as the Winemakers Reserve, a relaunch of its current varietals range. “This was a really exciting challenge for us,” says Ben White, chairman and founder of Bloom. “The design needed to drive the quality perception of Blossom Hill without losing the brand’s accessibility amongst everyday wine drinkers.”  The new pack balances classic credible wine language with the brand’s evocative sunny personality.»

The Vineyard Collection consists of an aromatic and delicate white blend and an aromatic and smooth red blend.  The wines will be available within grocer, impulse, wholesale and licensed outlets from April.