The “radical departure” in packaging follows the Port house's 225th anniversary celebrations last year.
Rupert Lovie, Sogrape marketing manager, told DI: “We are shaking up the category a bit and trying to break from traditional cues."
Sandeman worked with design agency Stranger & Stranger over an eighteen-month period to create the new packaging that is designed to "evoke the premium cues of single malt whisky".
More traditional dark bottles with simple black and white labels have been replaced by clear bottles with yellow labels that bleach out through the range. Lovie said the redesign had been well received at the fair.
“We are still honouring Sandeman's heritage." He added: "Stranger & Stranger trawled through the Sandeman archive before deciding on this design. The main point is we are trying to show off the wines in the clear bottles. We are trying to encourage other drinking occasions and showcase the liquid.”
The redesigned aged tawny range will launch globally in September/ October and roll out with each new bottling.