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One World launches

Published:  23 July, 2008

Chali Richards has launched its first new brand after being reborn as the wine division of Halewood International.
One World, due for launch next month, will encompass wines from around the world, and will launch initially with Orange Street from South Africa, and Ocean Point from Australia. Orchid Boulevard from Argentina is due to be added later in the year.

Bob Rishworth, managing director of Chali Richards, said: 'The One World concept was developed as a result of 18 months' market research, from the commissioning of consumer focus groups to exploring attitudes about wine consumption and field-level research reviewing label concepts.

'The key findings suggest that consumers look for contemporary designs that

give a feeling of quality and credibility. Consumers also comment that the brand must not be too gimmicky but has

to contain one distinct

feature that they can recognise on shelf.

'The distinctive One World design was selected from a large number of concepts - consumers chose it because of the strong icon and modern style, and it proved to have great appeal to the specific target drinker, the 25- to 35-year-old.'

The brand will have an RRP of 4.99. An investment of 250,000 will encompass sampling at urban music festivals, trade and consumer sponsorship, and a 'major

focus' on using the internet as

a marketing tool. 'We will not be following a traditional wine marketing approach, but will

be using new-wave techniques to hit the consumer,' said a spokesman.