Camilleri Wines are announcing a new image for their La Croce range of wines.

The former red and grey labels with the white Maltese cross have now been both 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 gained an instant successful popularity not only for the good quality Maltese grape from which it was produced but also thanks to the effective branding that links La Croce to Malta’s historic connections with the Knights. Suffice to say, the product has also generated a substantial amount of sales within the tourist sector.

“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,” explained Etienne Mallia, marketing executive at Camilleri Wines. “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.

Composed of blends of locally-grown grapes, the La Croce range of wines is suitably branded with the distinct eight-pointed cross and had signified a step forward in establishing the true Maltese identity of Camilleri Wines.

“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 with 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.

The re-branding of the La Croce image thus reinforces our identity – an identity that makes us proud of who we are and what we have achieved,” concluded Mr Mallia.