Reh Kendermann unveils a refreshed look for the Black Tower brand

The heritage brand Black Tower, owned by German wine producer Reh Kendermann, has been relaunched with a fresh new look.

Black Tower has been a mainstay of the UK wine market for over 50 years, originally finding fame and loyal customers in the 1970s thanks to its unique black bottle, gothic lettering and classic TV adverts. The brand ranks No.7 among the most recognisable wine brands in the UK (IWSR) and No.5 for brand loyalty within still wine (Kantar).

The redesign makes full use of the brand logo, which is now bigger and bolder, with a colourful background. The new packaging also brings the Black Tower portfolio together as a cohesive group – including the core range of Fruity White and Fresh Rose (both at 9% abv), Smooth Red, varietal wines, 0%, 5.5%, fruit-flavoured Spritz, and the premium Club Edition range.

The brand has adapted its messaging around the themes of sociability and inclusivity – with its ‘You’re Invited’ tagline – and a nostalgic thread designed to appeal to a wide variety of shoppers. The messaging will be supported over the summer with retailer media activation and a nationwide out-of-home campaign including London tube advertising, digital screens and commercial radio.

Kim Wilson, founder and managing director of North South Wines, says: “We learnt through consumer research that Black Tower has a multi-generational appeal and that shoppers love the great value and accessibility of the brand. At the same time, we had to address a more cautious consumer, and we think that the new design and messaging is really fun, fresh and inclusive, with a hint of nostalgia.”

Björn Ritter, head of marketing at Reh Kendermann, adds: “Black Tower is Germany’s No.1 export wine brand, distributed in more than 35 countries worldwide. With the UK as one of our absolute key markets, it was crucial to tailor our relaunch campaign specifically to UK consumers and their needs. North South Wines is the perfect partner to do this with and we are very excited to see the new packaging and communications in the market.”