The concept is to create more awareness about what makes Villiera tick. The quality benefits of a family business, ensuring continuity and taking responsibility for social and environment sustainability are clearly communicated.As a pioneering company we had to be innovative and in a world first, we are using illustrations on our back labels to tell our stories (To see the Illustrations and the stories behind them go to stories.villiera.com or click here to download (pdf format)).This is an exciting development albeit a bit risky. We may lose recognition but we will attract new interest which should more than make up for it. Some of our 2014 varietal whites are already on the shelves with their new labels. The reds will follow next year when we start switching to 2013 vintages on those.