Camilleri Wines unveil new image for La Croce brand

Camilleri Wines have launched a new image for their La Croce range of wines. The former red and grey labels with the white Maltese cross have been replaced by a black label with a red Maltese cross for the red wine and a light grey cross for the white wine.

Launched in August of last year, the La Croce range was immediately successful not only thanks to the good quality Maltese grape from which it is produced but also thanks to the effective branding that links La Croce to Malta's historic connections with the Knights, the company said.

"We are very protective of our products and this shows in the new adaptation tour La Croce labels that are now more representative of a knight's shield," Etienne Mallia, marketing executive at Camilleri Wines said.

"We have practically retained the same style of label but the labels now have a more 'knightly' image where the background is now black for both labels thus making the brand more unified," added Mr Mallia.

"The La Croce brand has a significant role to play in Camilleri Wines' strategy. Its strong visual attributes are constantly promoting the message that it is the winery whose wines are all produced from grapes grown and harvested in Malta thus offering the public purely Maltese wine," added Mr Mallia. "This wine reflects both our pride at having all our wines locally grown but also a national pride in our Maltese identity, he said.