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Published:  23 July, 2008

Ehrmanns is targeting "early adopters" with tongue-in-cheek advertising for its new Jindalee brand of Australian wines. Keith Lay, Ehrmanns' marketing director, told Harpers that Australian wines have "become serious, and are no longer pioneering". Jindalee is aimed at early adopters looking for something different, fresh and exciting in the Australian category. The range - made by the Jindalee Winery, which is based in Mildura, Murray Darling - comprises: Shiraz, Chardonnay, Merlot and Cabernet Sauvignon, and has an RRP of 4.99. Ehrmanns has secured listings with Safeway (Shiraz, Chardonnay and Merlot), Somerfield (Chardonnay and Cabernet Sauvignon), Unwins, Morrison's and Waitrose (all Shiraz and Chardonnay). Lay said: "We want Jindalee to be seen as lively, untamed and slightly irreverentbut progressive. We want to move away from the traditional, sedate perception of wine." Promotional activity comprises advertising on the London Underground and sampling on London termini concourses.