With brand development done by Cheetham Bell JWT, the One World concept, which encompasses wines from around the world, was developed following 18 months of market research.
Important factors to consumers are the people they enjoy wine with, the places they drink it and the memories they have of that occasion.
One World has been developed as the first "urban wine brand", focusing less on the traditional characters of wine and more on the shared social experience of wine drinkers.
The brand brings together people, places and cultures through the strapline "One World – Our World – My Wine".
Bob Rishworth, managing director of Chalie Richards, said: "The distinctive One World design was selected out of a large number of concepts.
"Consumers chose it because of the strong icon and modern style -- it proved to have great appeal to the specific target drinker, the 25- to 35-year old."
The new brand launches with Orange Street from South Africa and Ocean Point from Australia, while Orchid Boulevard from Argentina is due to be added later in the year.
One World will initially feature a red and a white wine from South Africa and Australia, and further additions to the range over the next year will target other trade channels.
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