Standing in your neighborhood liquor store, scanning the aisles for that go-to bottle of Palmer Albariño, you might notice it looks a bit different than the one you’re accustomed to.
After more than 30 years of producing wine in Aquebogue, Palmer Vineyards is in the midst of its first major rebranding effort.
Changes will include a modernized logo, new events, work on the grounds and increased hours for the on-site food truck.
“It’s time for an update,” said Ken Cereola, Palmer’s director of operations. “We’re one of the oldest wineries, so this is kind of a revival, or renewal, for us.”
In order to do so, owner Kathy Le Morzellec, daughter of founder Bob Palmer, partnered with marketing expert Alan Gabay of People, Places and Things to redesign the vineyard’s logo. The former gold design, which features an image of the vineyard in the background, is slowly being replaced with a simpler look.
So far, the new logo appears on bottles of Palmer’s Albariño and sparkling wines. As new bottles are released, those wines will also be packaged with the new logos, tasting room manager Evan Ducz said.
“People love it,” Mr. Cereola said of the updated design, which is also featured on the sign outside the Sound Avenue winery. “Our regular customers, our wholesale people, the rest of the customers, they love this.”
The food truck that has frequented the winery on weekends for the past two years will become a permanent feature, offering food Friday evenings as well as the usual Saturday and Sunday schedule. Chef Anna Aracri from Oceans 5 in Shoreham will run the truck, serving brick-oven pizza and seafood dishes made with local ingredients, Mr. Cereola said.
The winery is able to offer the extra day of food truck service because it is extending Friday evening hours and will be open from 5 to 9 p.m. to “capture the crowd headed east,” Mr. Cereola said.
“We’re one of the [westernmost] stops on the wine trail,” he continued. “And we have a beautiful sunset that overlooks the vines.”
Another main focus of the rebranding effort is to offer programs that Mr. Ducz said put “more of the focus on the wine” and the educational side of winemaking and less on the agritainment features of the past.
This includes a four-part series called “Plant, Pick, Pour,” during which participants spend a few hours with winemaker Miguel Martin and learn about the winemaking process, from planting through harvest.
Other events include live music on Saturdays and yoga in the vines on Sunday mornings.
As part of the revival process, the property is also getting some attention, with new plantings, a renovated rear deck and a new side pavilion to accommodate private parties.
“I’m excited for the existing customers to see the changes and for it to bring in new faces,” Mr. Ducz said.
