The iconic Californian wine presented its new image and tagline “Building a better tomorrow, since 1968”, highlighting its sustainable vision. 

On Earth Day, the Californian subsidiary of Viña Concha y Toro Fetzer Vineyards, announced a new image for its flagship brand, Fetzer®, that highlights its commitment to responsible business, offering new packaging that foregrounds its forward-looking sustainable practices for consumers.

The new image includes updated graphics, colors and tagline, and a reimagining of Fetzer’s hallmark tree icon, enhanced with a water drop to signal a heritage of resource conservation. The new tagline, “Building a better tomorrow, since 1968,” is a nod to Fetzer’s sustainable roots and regenerative approach to business, while the winery’s B Corp Certification is prominently called out on the capsule and back label. A refreshed website and 360-degree communications campaign were created to support the updated image (find our more here). 

“While Fetzer has long been known as a champion of sustainability, the enhanced package allows us to truly embody what it means to lead with purpose,”, said Rodrigo Maturana, senior vice president of marketing for Fetzer Vineyards. “Dialing up the prominence of B Corp Certification and enhancing our sustainability messaging with easy-to-read icons enables us to quickly convey our better business commitments and stand out at shelf for today’s busy consumers.”

Unlike other wines in the commercial popular segment, Fetzer offers sustainability within reach for shoppers, who can find products aligned with their values from the brand. Fetzer has proudly carried the B Corp Certification since 2015, as well as TRUE Zero Waste and CarbonNeutral® certifications, each now clearly called out on the back label.