Bronco Wine Co has updated the packaging and “brand identities” of its Rosenblum and Cycles Gladiator marks.
The new labels for the two brands have been “primed to grab attention on the shelf, deepen consumer connections, and inject new life into the wine category”, the California-based company said. Cycles Gladiator was founded in 2005, and its five-strong range has an SRP of US$14.99; Rosenblum was founded in San Fransisco in 1978 and its 2024 Zinfandel – the only SKU currently listed online – is $19.99.
Global Drinks Intel has requested further information about the breadth of changes to both brands.
“At Bronco, we’re all about innovation that electrifies the industry,” said chief commercial officer Casey Tedd. “These brand revamps aren’t just about keeping heritage alive – they’re about making them vibrant and relevant for today’s consumers.
“These familiar names now have a fresh voice and striking packaging that not only stands out but also resonates with a new generation of wine lovers.”
The company said the two brands’ remodelling “marks the beginning of a broader shift at Bronco Wine Co”. It added: “In the past year, Bronco Wine Co has made daring moves to shake up the wine industry -from enhancing leadership in sales, winemaking and operations to revitalising its brand portfolio.
“This bold strategy signals a unified vision for the future, centred around brand building and energy.”
Earlier in the year, Bronco formed a “strategic alliance” in the US with “boutique” brands Brilliant Mistake and When She Was King, to help scale the pair in their home market. The partnership sees Bronco provide national and international sales, marketing and distribution services for ‘select’ wines from the duo.
Last month, Bronco appointed Trinchero Family Estates’ former operations VP, Kent Mann, as its new chief operations officer.
