Barbadillo has completely updated the packaging format of its oldest aged wine, Reliquias, abandoning the traditional bottle dating back to the first half of the 19th century for a simple Jerez bottle with a hand-painted design as the label. The only thing that remains the same is the wine.
Image courtesy of: Penin Guide Spain
The winery"s goal is to increase sales of these premium wines to match the quota system. Each year Barbadillo produces a maximum of 260 bottles of old and unique wines, including 81 bottles of Amontillado, 81 bottles of Palo Cortado, 81 bottles of Oloroso and 17 bottles of Pedro Ximnez. So far, most of the annual harvest has been exported, with the rest being sold in large Spanish hotels and a small number of wine stores. From now on, an additional 30 liters of rare Solera wine will be extracted each year in smaller bottles to make it more accessible to the public and to share it with more wine lovers.
The idea behind the adoption of the new packaging was primarily to highlight the wines, with the label serving as the only decorative element on the simple Jerez bottle. The winery hired an artist to hand-paint the labels for the new format of Reliquias, which concisely identifies each wine and allows wine consumers to focus on the wine. Armando Guerra, the director, said: We have a heavy responsibility in the face of this change in the iconic wines of the Barbadillo family, but the new format of the packaging allows us to achieve our goals and meet expectations.