Sandeman of Sogrape comes up with a new identity
Sandeman, a Port Wine brand recognized worldwide, undertook a repositioning strategy with the purpose of enhancing their leadership position, and getting closer to young customers.
This process focuses on changing Sandeman’s image brand range, now more contemporary and sophisticated.
With more than 225 years of history, Sandeman, one the most famous Port Wine brands, once again surprises its consumers by introducing a new image and presenting new bottles. On the package label, a timeless The Don figure- with an enigmatic silhouette of his dark cloak and Spanish sombrero- also presents an updated look, keeping up his mysticism and continuing to challenge consumer’s imagination as it has been doing since 1928.
According to João Gomes da Silva, Administrator of Sogrape Vinhos, “This change consolidates a repositioning strategy which only a brand like Sandeman, with all its years and history, can implement. A brand that has always made a secure and versatile positioning, capable of drawing consumer’s attention by providing genuine sensations and experiences.”
(In Press Report – Sogrape)