Treasury wine Estates is revamping its ‘everyday’ Rosemount Estate range and launching an initiative to drive sales of higher priced wines in the impulse channel.
The overhauled Rosemount Estate Blends range, which will be rolled out in July, features new taste descriptions and labels with a higher-quality finish to give the brand a more premium feel and improve shelf standout.
The range will also benefit from a series of new blends, starting with a pinot grigio sauvignon blanc vermentino variant (rsp: £6.49). Launching in June, the new blend would tap into the current thirst for pinot grigio and sauvignon blanc, said the Australian wine producer.
The moves were part of a “significant spend” planned for Rosemount and Treasury’s wider portfolio of brands, said head of customer marketing and category insight Shaun Heyes.
“We are trying to make varietals more appealing by introducing more sophisticated, on-trend blends,” he said.
There was an opportunity to unlock £6.5m in category growth by attracting new drinkers to Australian wine as well as getting existing ‘entry-level’ wine shoppers to trade up to wines priced £6 to £8 - the fastest-growing wine price bracket, said Heyes.
Treasury is also hoping to encourage consumers to move away from entry-level wines in the impulse channel. It would be running trials with convenience symbol groups to explore ranging and merchandising fixtures by occasion such as ‘treat’ or ‘meal for tonight’, it said.
It added that its Lindeman’s portfolio would benefit from a summer marketing campaign kicking off next month, comprising outdoor and digital advertising and in-store activity.
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