La Fiera, Winesellers’s range of regional Italian wines, has unveiled new packaging that will hit the market this spring.

The new packaging emphasizes a closeup shot of a carousel horse, La Fiera’s signature image. The imagery provides a fresh way for the brand to stand out within the crowded field, the company says, while also maintaining “elegance and style.”

The La Fiera collection includes: Pinot Grigio Delle Venezie DOC, Montepulciano d’Abruzzo DOC, Soave DOC, Primitivo Salento IGT, and Moscato Terre Siciliane IGT. Each retails for $8 per 750-ml. bottle.

All new bottlings will feature these labels moving forward and each variety should complete nationwide transition this summer. 

“Our goals from the beginning were to better appeal to both our retail and on-premise customers, as well as create freshness within the category,” says Jordan Sager, Vice President of Winesellers, Ltd. “The concept behind the label change was to create new opportunities for the brand while not ignoring the core sensibilities that has made La Fiera successful since its onset.”

La Fiera is a multi-time winner in the annual Beverage Dynamics growth brands.