Despite Stonemill Kitchens' premium quality, the artisan dips brand had been under-marketed. In an effort to attract a younger audience and to expand into more mainstream supermarkets, Reser’s Fine Foods commissioned a packaging redesign.
Despite Beringer’s long history of success, the brand felt
that its bottle designs did not effectively convey its heritage. So, it enacted a redesign to reflect the true character of the winery and, at
the same time, to convey a contemporary feel.