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Foster's MD outlines marketing plans

Published:  23 July, 2008

Fosters MD Jamie Odell has discussed the company's future strategy and outlook, at the Australian Wine Industry Technical Conference in Adelaide.

He told delegates that the aims of the company are to build premium global brands, develop markets, adopt an innovative approach to marketing, communicate with the consumers about what it is they want and to ensure a sustainable future.

A new market research program is extensive and seen as critical to its ongoing success, he said.

Not only is Foster's nurturing established markets, it is forming new ones with products such as the lower-calorie, lower-alcohol Yellowglen Jewel, and the Wolf Blass Green Label range, which is packaged in PET bottles.

Odell said he felt that Foster's has a strong market presence in each of the four consumer groups outlined in Wine Australia's 2025 Strategy.

He used examples such as international stalwart Lindemans as a Brand Champion; Rosemount's relaunch being edgy and image conscious for Generation Next; Penfold's Grange epitomising perhaps the ultimate example of Landmark Australia; and the distinctive wines of Coldstream Hills and Devils Lair long established as Regional Heroes.

In keeping with the theme of the whole week's proceedings, environmental impacts were a key concern. Odell said: "Building sustainable success is the biggest, single, long-term strategic issue on the table for the Australian wine sector."