The importance of retaining brand image when designing new peelable labels has been highlighted by one company, which has changed its packaging for the first time in years.

Peter Lehmann Wines has revamped all the labels and bottles for its products, including the high-end 'Masters' series of beverages, The Drinks Business reports.

It is the first time since the mid-1990s that the brand has altered its packaging and the printed labels now look similar across all the difference ranges to provide continuation.

Marketing manager Paul Turale said it is hoped the redesigns will help the wines to sell to the trade, as well as to consumers.

Peter Lehmann Wines was established by its eponymous namesake at a Barossa winery in 1979. It has since won numerous accolades for its products.

Other drinks manufacturers could assist their own redesigns with auto-collars. These are multi-page labels that can be applied to bottlenecks to provide promotional information or remind consumers of the previous packaging, so they are aware it is the same product as before.

Denny Bros Ltd , 12 September 2011