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Published:  23 July, 2008

Wolf Blass, producer of premium branded wines, has embarked on a 1 million relaunch this autumn, following a complete restructuring of its UK operation. John Shortt, MD of Beringer Blass Wine Estates (BBWE), said: Previously, all brand development had been actioned through the small team in the UK, together with the previous UK distributor. This year we have our own direct off-trade sales operation, along with a partnership with Waverley Wine and Spirit in the on-trade.' The relaunch incorporates an integrated marketing campaign and a complete label redesign, to make the product more contemporary and fit with the positive attributes' of Australia. The old packaging looked almost German,' said Shortt. We had the product, but we didn't have a hook to draw in the consumer.' Chris Thompson, marketing manager at BBWE, told Harpers that he had been concentrating on creating a more consistent ladder brand. Each range has its own identity and can co-exist,' he said. The bottom tier is the Easy Drinking South Eastern Australian' range; next comes the South Australian Selection, including the famous Yellow Label' Cabernet Sauvignon; then come the President's selection, the Platinum range and, finally, the Black Label wines.