Three Choirs rebrands as English wine soars

English winery Three Choirs has undergone a rebrand and relabelled its entire range for the first time in 10 years to capture the spirit of the English countryside around its vineyards.

Founded in Gloucestershire in the early 1970s, Three Choirs stuck with its last label for a decade but with viticulture now one of the fastest growing agricultural industries in the UK, it was felt the time had come to have a fresher look.

Thomas Shaw, managing director at Three Choirs, said: “English wine is now truly established and there is a lot of consumer and on trade interest in learning about and drinking wine that is grown and produced here. We are proud to be one of the longest established English vineyards and it’s appropriate that our labels reflect our heritage, terroir and identity.

“With that in mind, we briefed leading wine label designers, Amphora Design, to create a new brand ID and label design to capture the essence and express the values of Three Choirs”.

Local illustrator Jane Radfield was commissioned to create the artwork for the new labels and she spent time this spring sketching and photographing the countryside around the vineyards for her inspiration.

She said: “I wanted to show the undulating landscape, the backdrop of the Welsh Black Mountains and the Malvern Hills as well as the flora and fauna that thrives with the vines.

“I’m planning further images based on the trip and I’m looking forward to returning to the vineyard to see it during the year in the different seasons.”

Winemaker Martin Fowke added: “It is great to be packaging our wine with a label that truly reflects the provenance of our produce. English Wine deserves its own identity and Three Choirs is proud to be the first major English vineyard to fully embrace our English heritage on the bottle.”