New coats for Goats

In a notable departure from previous classic Rhône-style branding, South African brand Goats do Roam White 2009 and Goats do Roam Red 2008 will appear on UK shelves under new labels themed with a modern goat icon inspired by an ancient Mesopotamian artefact.

Goats do Roam was one of the first “critter” brands to appear and in its wake the market is now well populated with numerous big brand critters.

This supported the decision to reposition Goats do Roam as a serious wine, in spite of its tongue-in-cheek name.

"Dropping the widely recognised yellow label was not a decision we took lightly as it was a strong branding tool”, said Chris Bryant, marketing manager for Goats do Roam. “However the change also allows us to emphasise the blended nature of the wines which the older label was not able to convey in a sufficiently innovative way, although not for lack of our trying.”

He said that the new illustration symbolises the importance of balance and composition, the core of the Goats do Roam winemaker’s art.

“The simple concept of balance in blending derived from the triangles in the logo allows for many interpretations and uses. The triangles in the coat of the goat on the front label represent how the various aspects of the blend work together”, Bryant said.

RRP £6.99 and due on shelf from Spring 2010 

UK distributor: Liberty Wines, +44 (0)20 7720 5350

Alan Lodge, 15.02.2010