Foster's Group Limited (Foster's) today unveiled a major re-positioning and marketing program for one of its five global flagship wine brands, Rosemount.
A new 'Diamond
A uniquely shaped bottle has been created, based on Rosemount's iconic diamond-shape label, which will remain as a mark recognisable to consumers the world over.
This new bottle features a diamond base which tapers upwards to a traditional, round shouldered bottle. The unique, prism-like like effect maintains traditional wine cues, while introducing something totally unique for the wine category.
This innovative bottle has standout appeal and invites wine buyers to look at, touch and try the Rosemount family of wines.
Six 'easy drinking' ranges
Rosemount's revitalisation is also founded on a return to the easy-drinking, fruit-driven style for which the brand became famous. The introduction of screw cap across the entire new vintage supports the commitment to freshness and quality.
Senior Winemakers Charles Whish and Matthew Koch have produced a stunning family of wines - vibrant, bright and exceptional in quality - best enjoyed in their youth.
The new brand architecture of six distinct tiers will also make selection easier for the trade and consumers. Each tier has its own philosophy and consumer proposition.
Rosemount Diamond Label is at the heart of the Rosemount range and a great introduction to the brand.
Revitalising Rosemount
Rosemount Global Brand Director Simon Marton said:
"Following Foster's acquisition of Southcorp in 2005, we took the time to reflect and fully understand one of Australia's great wine brands, Rosemount. Our clear aim was to revitalise the brand as a stylish wine alternative - not just in Australia, but globally. We refocused on quality and the original ideals of innovation and vibrancy, which underpinned the brand when it was created over 30 years ago.
"From our focus groups and sensory research around the world, we knew we had the green light from consumers to evolve Rosemount and its presentation. We wanted Rosemount to stay ahead of the pack - while being careful not to alienate wine lovers with more traditional sensibilities. We have also taken a long look at the quality and style of the wines and made improvements wherever possible."
With the global roll-out of the rejuvenated Rosemount set to hit markets soon, there is mounting anticipation from the trade, particularly in Australia, the United States and the United Kingdom. Consumers will be able to buy Rosemount wines in Australia and the UK from November and in other markets early in calendar 2007.
"The new Rosemount stands out among our five global wine brands as the only one with modern, sophisticated positioning, complementing the more traditional brands in our portfolio. In this financial year, our business focus is squarely on growing distribution and trade performance levels for the Rosemount brand while supporting it in all markets with increased marketing and promotional investment," Mr Marton added.
Further information:
Media
Troy Hey
Tel: +61 3 9633 2085
Mob: +61 409 709 126
Mark Devine
Tel: +61 3 8626 3302
Mob: +61 438 598 006
Investors
Chris Knorr
Tel: +61 3 9633 2685
Mob: +61 417 033 623
About Rosemount
Since the mid 1970s, Rosemount has established itself as one of Australia's leading wineries, producing a selection of wines that reflect the riches of the Australian climate combined with a firm dedication to winemaking excellence, innovation and style. Critical acclaim in 1982, 1986 and 2000 at the International Wine and Spirit Competition in London and being named Winery of the Year in 1999 at the San Francisco International Wine Competition bears testimony to Rosemount's long held tradition of making fresh, bright and vibrant wines of consistent quality. From 2006 a revitalised Rosemount is poised to return to consumers around the world.
"Since inception, I have always described Rosemount as 'The Prestige Wine of Australia'. I wanted everyone who worked for the company to feel they were involved in the best and only the best." Bob Oatley - Founder, Rosemount Estate
