Wine brand Preece makes a triumphant return

Preece is back! Preece shiraz being poured. Photo: Supplied

Preece is back! Preece shiraz being poured. Photo: Supplied

Wine brand Preece is returning to Mitchelton Wines.

For many, the Preece name conjures fond memories. The popular brand launched in the late 1980s, and quickly gained attention for its modern approach to winemaking and marketing.

Under Mitchelton chief winemaker Travis Clydesdale, the Preece re-launch includes a 2016 chardonnay, shiraz and cabernet sauvignon.

31,000 unique, generative labels that link each wine to a vintage, a region, a place and it’s history.

A post shared by Future Days (@_futuredays) on

While paying homage to the Preece brand, Travis will push boundaries with a progressive approach to winemaking.

“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,” he says.

The Preece re-launch also includes a contemporary label by Melbourne design agency Future Days. Using a new technique called GenDesign that uses environmental factors in the vineyard to build an algorithm, it generates a unique design for every label.

Preece wines are available at Ritchies outlets in Victoria and NSW, selected independent retail and on-premise outlets and the Mitchelton Cellar Door.

On hand at Circa the Prince to officially re-launch the wines (48 years to the day the first vines were planted by Colin Preece) was Mitchelton managing director Andrew Ryan, winemaker Travis Clydesdale, Mark Clydesdale (Travis’s father who was cellar manager at Mitchelton for 30 years!) and Stephen Shelmerdine whose family started the winery in 1969. Photo: Supplied

From left: Mitchelton managing director Andrew Ryan, former cellar manager Mark Clydesdale, his son Travis (Mitchelton’s chief winemaker), and Stephen Shelmerdine, whose family started the winery in 1969, were at the Preece relaunch (held exactly 48 years after the first vines were planted by Colin Preece) at Circa, The Prince. Photo: Supplied

 

Recommended

Neil Finn's new album

Neil Finn's new album

Myke Bartlett
Harriet Dyer

Harriet Dyer

Myke Bartlett
Watch this space

Watch this space

Sarah Harris
Nat's on the right track

Nat's on the right track

Sarah Harris
Spaces of grand design

Spaces of grand design

Harbant Gill