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Beloved brand back in game

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September 29, 2017

Mitcheton Wines is bringing back one of Australia’s most loved wine brands, PREECE.

Mitcheton Wines is bringing back one of Australia’s most loved wine brands, PREECE.

Named after Mitchelton Wines’ masterful blender and founding winemaker Colin Preece, PREECE wines first launched in the late 1980s and soon gained popularity for its modern approach to winemaking and marketing with its highly recognised circular front label.

The PREECE range hasn’t been produced since 2011, but the re-launch of the reinvigorated range, under Mitchelton’s chief winemaker Travis Clydesdale, includes a 2016 Chardonnay, 2016 Shiraz and 2016 Cabernet Sauvignon, with all fruit sourced from the estate at Mitchelton.

‘‘These single varietal wines remain true to the original PREECE collection and are what Australian wine consumers love drinking today — high-quality wines made from classic varieties that really over deliver,’’ Mr Clydesdale said.

While the historical heartland of PREECE will always be in Nagambie, Mr Clydesdale has plans to expand the collection into other Victorian regions as the vintage dictates.

A Yarra Valley Pinot Noir, King Valley Pinot Grigio and Nagambie Grenache Rose will join the PREECE collection soon.

The rejuvenation of the brand also includes a contemporary label design. The labels are created via an algorithm using PREECE’s wine and historical data, intricate line work and natural colour palette.

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