Cloudy Bay’s elegant new bottle design pays homage to its history and paves the way for a bright future

It is rare that a revered brand will reimagine their look — particularly one with an already-devoted following. But Cloudy Bay has decided to do exactly that, recently unveiling its 2022 vintage in a brand new bottle — one that feels like a timely evolution for the iconic brand.

Globally, Cloudy Bay’s contribution to the New Zealand wine industry has been significant. A pioneer of Marlborough Sauvignon Blanc since the 1980s, its subversive approach has helped put our varietals on the map. And no matter how much international acclaim the brand has garnered over the years, it has remained firmly grounded in its Kiwi roots. This idea has been taken to another level in Cloudy Bay’s stunning new bottle, which has been influenced by the splendour of the Marlborough surrounds and pays homage to the prosperous lands which shape its wine. And according to Yang Shen, Cloudy Bay’s Estate Director, it marks a new chapter in the vineyard’s evolution.

“We wanted to further embrace the beautiful Richmond Ranges that can be seen from our winery… Which were such a core part of the original Cloudy Bay label,” Shen explains.

Ideas of heritage, provenance and innovation collide on the new Cloudy Bay bottle, where the minimalist label has been even further refined — pared-back and modern and emblazoned on a canvas-feel paper stock. The Richmond Ranges motif remains at the forefront, embossed into the semi-frosted glass, offering a tactile experience that prefaces the taste. Shen notes that the bottle is a story of adventure, dedication and hard work, which reflects where the brand is now and where it is going.

Adding to the triumph of the new design, is the fact that Cloudy Bay’s recent season did not come without its challenges. As Marlborough endured troublesome weather and storms, Cloudy Bay’s vineyards have had to deal with a difficult harvest — all while its expert teams diligently executed an exceptional vintage that rises to the occasion of the new bottle. Being more citrus-forward, the new drop exemplifies Cloudy Bay’s signature dynamism and depth, with senior winemaker Nikolai St George recommending purchasing a few bottles for the year ahead, and keeping one or two extra to sample again in a few years — a suggestion we wholeheartedly support.

Please drink responsibly.

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