Butter Wines has unveiled a strategic redesign of its packaging across the Butter portfolio. 

Butter launched in 2010 and has since released several line extensions in response to demand for better-quality, approachably-priced wines. 

The redesign primes Butter Wines to expand across all sections of the wine aisle by leveraging its yellow label, while distinguishing each varietal clearly, and appealing to discrete wine-drinking audiences.

“When Butter Chardonnay was first released in 2010, we broke many of the established rules. From the bright yellow packaging to the non-traditional name, Butter was a standout among a sea of traditional bottlings. More importantly, the wine consistently delivered above expectations,” said John Anthony Truchard, Founder and CEO, John Anthony Wine & Spirits. 

“With the new releases, we’ve taken our time to dial in the right quality-to-value ratio across varietals to really deliver on the Butter promise—exceptional wines that are delicious for special occasions and any day of the week.”

The Butter Wines portfolio now reaches far beyond Chardonnay—each release exceeding expectations for varietal flavour. 

Butter Cab is rich and velvety; Butter Sauv Blanc is refreshingly tropical; and Butter Pinot Noir is luscious and smooth. Most recently the brand introduced ButterLight Chardonnay—its first entry into the low-alc category, boasting just 85 calories and 8.5% ABV2. 

The strategic packaging redesign, led by industry veteran Liza Butler, Chief Creative Officer, focused on the selection of glass, label design, and capsule choices to differentiate each Butter wine. 

The team also made strides in improving the sustainability of the packaging by selecting lighter glass options, reducing label size, and embracing the simplicity of the twist-off cap. 

“My favourite aspect of the new look for the Butter lineup is that the Butter yellow serves as a clear indicator of great taste and value while effectively highlighting each individual varietal. Each wine stands out prominently in its section of the wine aisle and looks amazing when stacked together—you literally can’t miss them,” added Butler.

The new packaging will roll out throughout 2025. The first of these updates is starting to hit shelves with Butter Sauv Blanc in a bright, flint-glass bottle; elegant silver accents on the label and capsule; and the iconic Butter yellow label.