Australia is extending its fight to topple France as Britain's favourite wine exporter by launching an assault on the premium end of the market. Winemakers from Down Under have already led a well-documented charge to dominate wine sales in the UK, but the battle has so far been waged in the mass market below £5. Now the New World producers are looking to the high-value, high-margin sector over £6. Although the sector only accounts for 5% of total off-trade volumes, it carries considerable prestige. BRL Hardy's trading development director, Adrian McKeon said: "Bit by bit, the Australians are closing in on the French market share. To continue to do this we must look at the £6 plus category where France dominates. "We have to provide products that will persuade consumers not to trade up from Australia to France when they are buying in this price bracket. "These consumers are looking for heritage, vintage variations and stylistic differences, and these are things the French have done well." BRL Hardy's latest move into this sector is with a range of premium regional wines from its Limestone Coast winery, Stonehaven, in south eastern Australia. Called Stonehaven Limestone Coast, it comprises three single varietals ­ Chardonnay (rsp: £9.99), Cabernet Sauvignon and Shiraz (both £11.99). Brand manager Jo Grainger said: "The three-year-old Stonehaven winery is the most advanced facility in Australia and allows us to capitalise on the top grape growing areas of the region. "The wines will appeal to adventurous drinkers looking for cutting edge wines." Hardy's strategy for building the Stonehaven brand includes the introduction of an entry level varietal collection (rsp: £6.49) and a Limited Vineyard Release range in the new year. {{DRINKS }}

Topics