Timeless winery unveils fresh new look

Hawke’s Bay winery and iconic landmark, Mission Estate, has launched a new look for 2021 to coincide with its 170th anniversary.

Established in the Hawke’s Bay in 1851, Mission Estate is the longest standing producer of wines in New Zealand.

Emphasising the heritage aspects of Mission in a fresh, contemporary style – while retaining its timeless elegance – the new designs will feature on the whole Mission Estate range, beginning with the Mission Estate and Mission Reserve wines.

The home and heart of Mission, La Grande Maison, which is one of New Zealand’s most iconic buildings, continues to be featured on the Estate label in an elegantly refined image.

A modern update to an old favourite, the Estate label is still very recognisable. However, Mission says the Reserve packaging has evolved further.

Now with a rich blue label and bevelled, gold foil lettering, the label reflects the quality of the barrel-crafted wines.

A modernised Mission crest, representing a stamp of excellence and creating a family resemblance between the ranges, is also a new addition.

Inspiration for the crest has been drawn from historic packaging designs between 1960 and the 1990s, bringing Mission into a new era, while the blue cap calls out the year Mission was established, 1851.

“The real challenge is showcasing Mission’s strong heritage and timelessness in a way that is contemporary, as well as bringing our loyal Mission followers on our journey while attracting new consumers,” says Mission Estate Marketing Manager, Jo Pearson.

Mission says it is also continuing to evolve in its viticulture and winemaking - while staying true to its French heritage - with environmentally friendly and sustainable practices at the forefront of its ideology.

“We consider ourselves guardians of our heritage and our land, and for more than 20 years we have been a founding member of Sustainable Winegrowing New Zealand and certified with the internationally recognised environmental management system ISO 14001,” says Mission Estate Head Winemaker, Paul Mooney. “This represents our ongoing commitment and dedication to minimising our impact on the environment.”

With Mission Estate Syrah being the topselling New Zealand Syrah* and a Gold Medal at the New Zealand International Wine Show 2020 for the 2020 Mission Estate Marlborough Sauvignon Blanc, Mooney says the team is proud to have some of the finest vineyard sites in the Hawke’s Bay and Marlborough.

“We’re confident for another excellent year of great wines for the 2021 vintage,” he says. ■

*Nielsen to 14 February 2021