Wallaroo Trail Wines

Evolving a No. 1 Brand in Quebec

In 2015, Wallaroo Trail was the best-selling wine in Quebec and had been for the previous 5 years. Sold in both grocery and liquor store channels, the sizeable Australian wine was owned by Arterra Wines Canada (formerly Constellation Brands).

Wallaroo Trail Illustration | Dossier Creative | Evolving an Australian Wine Brand
Wallaroo Trail Wine Label Design | Dossier Creative | Evolving an Australian Wine Brand


Dynamic Change and Opportunity

While Wallaroo Trail was the third best-selling brand in all of Canada with nearly 700,000 cases sold per year, a welcomed opportunity arose.

Prior to 2017, grocery wines in Quebec were not allowed to display grape varieties on their labels. This change provided an important opportunity for Arterra to rejuvenate the Wallaroo portfolio and communicate varietals for an even bigger potential boost in the market.

A Design Evolution Challenge

Our task was to evolve the Wallaroo labels and screw caps to make them more current while respecting the tremendous brand equity. Retaining the distinctive yellow of the brand, we simplified the kangaroo icon and integrated the varietals across several SKUs and sizes.

Wallaroo Trail Wine Label Design | Dossier Creative | Evolving an Australian Wine Brand

Breakthrough on the Shelf Continues

The province’s thirst for Wallaroo Trail wines became even stronger with the refresh and was demonstrated through Quebec’s enthusiastic reception of the brand.

Wallaroo Trail Wine Capsule Design | Dossier Creative | Evolving an Australian Wine Brand
Wallaroo Trail Wine Label Design | Dossier Creative | Evolving an Australian Wine Brand