Australian producer Cranswick is branching out its Barramundi brand into baby bottles and six box packs from next month in a bid to extend market share. When the company launched the wine in the UK in 1992 it was one of the pioneers of the Australian sector. But it has since been outstripped by competition from larger operators such as BRL Hardy and Southcorp. European marketing manager Chris Hothersall now has ambitious plans to close the gap. "Barramundi sold 430,000 cases in 2001 and we want to exceed a million cases a year within five years," he said. "The brand has not realised its potential. If it had grown in line with the New World market in the last decade then it would have already reached that figure. It is time for the brand to move on." His strategy includes improving the quality of the wines and updating the packaging. The price of the range, which features Cabernet Merlot, Semillon Chardonnay and Rosé, will be held at £3.99, although the brand has been extended with three single varietals, Shiraz, Chardonnay and Merlot (rsp: £4.99) to encourage consumers to trade up. The 25cl versions of the wines have been listed by Tesco and will go on sale at £1.79 from April 8. At the other end of the scale it is encouraging bulk purchases with the launch of six bottle packs retailing at £19.95. Hothersall said support for the brand this year would concentrate on consolidating its position in the trade with tailormade and sampling activity. {{DRINKS }}

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