It’s makeover season for the homegrown Fratelli Wines

Envisioned by the late Kapil Sekhri, the rebranded luxury Indian wine pays homage to the co-founder and takes on a modern look.

Since its inception in 2007, Fratelli’s mantra has been to ‘let the wine speak for itself’. However, the brand has now reached the end of the rope with regard to the lack of an alluring bottle on display. After the 2020 launch of their wine-in-a-can concept with Tilt, and the signature cheese line early this year, Fratelli Wines is back with yet another exciting reveal. 

Indo-italian fratelli wines get a modern makeover
Indo-Italian Fratelli Wines get a modern makeover

Overcoming a year of setbacks, the homegrown brand has introduced a new avatar for its single varietal range of wines. Envisioned by the late Mr Kapil Sekhri, one of the seven founding brothers of the Fratelli family, the rebrand looks to pay tribute to its co-founder.

Gaurav Sekhri, Partner & Director of Fratelli Wines, says, “The new label is an homage to our brother and reinforces our brand ethos and values. Brought together by love and driven forward by passion, Fratelli is symbolic of a vision manifested by three families who aspired to tell stories through the art of winemaking and we hope to continue providing the finest and the most prominent home-grown range of wines to our customers.”

For those who know their wine, the quality of Fratelli Wines has long stood undisputed. The occasional whisper of packaging not matching up to the high quality product has been a classic case of ‘judging a book by its cover’.

The new labels, therefore, are a literal representation of Fratelli, meaning ‘brothers’ in Italian. The new bottles feature a stylised illustration of a family portrait of the brothers of Fratelli – the Secci brothers from Italy, the Sekhri and Mohite-Patil brothers from India – all bonding over a glass of wine.

Fratelli, meaning brothers in italian, finds a literal representation on the label's caricature
Fratelli, meaning brothers in Italian, finds a literal representation on the label’s caricature

The Indo-Italian family wine showcases a vibrant colour palette and silhouette change in the shape of the bottle. In an attempt to win over wider audiences (with the spotlight on new-age wine enthusiasts), the new label designs also feature an array of striking key elements such as gold foiling typography. 

The redesigned single varietal range focuses on an everyday elegance while carefully retaining the colours from its pre-existing selection. This boosts brand recall and leaves room for additional features such as tasting notes to help consumers in making it easier to pick the wine of their choice.

The Fratelli single varietal portfolio of wines consists of 10 different distinct variants, namely, Merlot, Sangiovese, Cabernet Sauvignon, Cabernet Franc-Shiraz, Shiraz, Chardonnay, Sangiovese Bianco, Sauvignon Blanc, Chennin Blanc, Shiraz Rosé.

The launch is expected to roll out across India as soon as legally and logistically possible. With every state in India having its own set of rules and label registrations and process, a staggered launch can be expected. 

Committed to bringing new life to wine culture through a blend of Indian terroir and Italian craft, the Fratelli Wine estate has developed an eclectic range of wines under the guiding hand of Piero Masi, a master winemaker from Tuscany.

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