Legendary Napa Valley winery gets creative with new brand

Founded in 1961, Heitz Cellar has been family-owned ever since. It is rooted in history as one of the pioneering brands of the Napa Valley, helping to put the now-famous wine growing region on the map. It was the first winery to produce a vineyard-designate Cabernet Sauvignon, which came from the renowned Martha’s Vineyard.

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Never one to rest on their laurels, Heitz continues to innovate and produce wines of distinct character. The Brendel range of wines is a collaboration between Master Sommelier Carlton McCoy Jr. and Lawrence family, now owners of Heitz Cellar. The label pays homage to Leon Brendel, who with a small Napa Valley plot in the 1950’s, made one variety of Grignolino, which could only be found in Italy at the time. When the vineyard was later sold to Joe Heitz, he promised to preserve a small amount of the grape variety.  

The challenge

Unhappy with their current label supplier, Heitz approached MCC to execute on the new design. Differing from the brand’s traditional style, the Brendel label is bold, clean and modern. The design called for a blind emboss with a matte varnish, yet wasn’t quite achieving the impact they wanted. The team at MCC proposed using a super high-build in place of the blind emboss, which elevated the overall design and added the pop the customer was looking for.

Creating a new wine brand requires passion from the vineyards and cellar, all the way through bottling and selling the final product. Working with MCC as a trusted partner during the creation of BRENDEL ensured that the final label carries and expresses all the passion that went into each bottle of wine being made. MCC’s meticulous attention to detail and excellent communication continues to be a pillar of support in the world of packaging.

Brittany Sherwood, Director of Winemaking, Heitz Cellar