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PAST AND FUTURE FOCUS FOR CALABRIA RICHLAND’S NEW LOOK Calabria Family Wines has unveiled a new look for its “easy-drinking” Calabria Richland series. In 1929, Calabria Family Wines’ founder Francesco Calabria boarded the Regina D’Italia ship in Italy bound for Australia in search of a better life. Mr Calabria would often write letters to his wife and son, who remained in Italy until he could establish a new life for them, describing Australia as a “rich land” with layered landscapes, Mediterranean climate, fertile soils and deep blue waters. The new-look Calabria Richland takes inspiration from this origin story, paying homage to Mr Calabria’s letters describing Australia’s “rich land” in a fresh, modern way. “Our Richland wines consistently over-deliver and have become a go-to option for value for money and quality,” Calabria Family Wines Marketing Manager Andrew Calabria said. “The new design celebrates the past while bringing a refreshing new look to the range that’s ready for the future.” The update, according to Calabria Family Wines, centres on a completely revamped Richland logo with the synonymous Richland ‘R’ evolving from the classic script to a more modern and distinctive typeface. Integrated into the Richland ‘R’ are vineyard patchwork elements, outlining the textured rows of grapevines and “bringing to life” the nature of the terrain and rich fertile soils of the Calabria Family’s Riverina vineyard. The Richland ‘R’ is now separated from the bold Richland logo, which incorporates a similar “modern feel” with detailed line work within the lettering. A “dynamic” bouquet of colour is introduced across the entire portfolio as each variety incorporates a “unique” colour for each variety. The colour profile continues with a “distinct” layer design said to be reminiscent of founder Francesco’s “rich land” descriptions finishing the bottom of the label. For the first time in the range’s 24-year history, Calabria Family Wines’ logo sits “proudly” at the top of the label. The new-look Calabria Richland began rolling out last month with the Calabria Richland Pinot Noir 2020. The remaining varieties across the range arrive on the shelf later this year. MARKETING NEWS NEW MUM JENNIFER THE GLOBAL FACE OF BUBS BRAND In her first brand partnership as a new mother, media personality Jennifer Hawkins has signed up to be the world ambassador for Bubs baby nutrition products. Bubs was founded by Kristy Carr, a mum-of-three wanting the best for her ‘bubs’. She started cooking from her own kitchen on Sydney’s Northern Beaches, launching what was claimed to be Australia’s first ever range of organic pouch baby food sold in Australian supermarkets. Ms Hawkins is Bubs’ first ever global face and will be working with the brand in 2020 and beyond. She says she is thrilled to be part of the wider Bubs family. “As a new mother it was a huge decision what brand to choose and trust when I was introducing solids to Frankie,” she said. “I actually started using Bubs Organic puree pouches and rusks before being approached to be their global ambassador, which is amazing. “I currently breastfeed Frankie but will move to toddler milk after her first birthday. I’ll confidently choose Bubs Organic Toddler Milk because of their emphasis on Australian made quality and trusted reputation. The Bubs ethos of healthy nutrition and wellbeing perfectly aligns with my own values, which is why I’m so happy and excited to take on this role.” Ms Carr says parenting isn’t easy, but having some familiar faces sharing their parenting journey really does make it easier. “Jennifer is the perfect role model to represent Bubs to young parents everywhere,” she said. “She was a fan and user of the brand from the outset, and through the Bubs ambassadorship will bring that commitment to healthy infant nutrition and self-fulfilment to young parents who now more than ever are focused on quality infant nutrition as they navigate the journey through parenthood. “When I was a new mother, I felt quite overwhelmed with all the choices to make regarding my kids’ nutrition, and I’m really proud to have Bubs provide healthy and delicious options.” Ms Hawkins will exclusively represent the Bubs portfolio, including Bubs Goat Toddler Milk, Bubs Organic Grass-fed Cow’s Toddler Milk, Junior Nutrition milk products, organic baby food, cereals and toddler snacks, as well as the new Vita Bubs vitamin and mineral supplements range. AUG, 2020 RETAIL WORLD 39