Fosters revamps classics in its new wine arm

Three of Foster’s classic wine brands will be given a packaging and marketing make-over as part of the activities of the new wine branch, Treasury Wine Estates, which will be fully separated from the company’s beer division by the end of this year.

The re-brand is being run in conjunction with privately owned Vok Beverages, which will help Foster’s put its wines back in the limelight after years of being overshadowed by the gargantuan beer catalogue.

The first brands to receive the make-over are Queen Adelaide, Maglieri of McLauren Vale, and Andrew Garrett.

The new-look will be unveiled in a couple of weeks.

Vok Beverages managing director, Angelo Kotses, said: “We have got some wonderful wines now that we are going to give focus to, whereas before Foster’s had a huge amount of wines, some great brands, but they weren’t able to give focus to them.”

The ten other brands in the joint venture will also receive additional resources and individual attention to help bring them out of the shadows.

The 13 brands altogether produce an average combined annual production of about 750,000 cases, with Queen Adelaide making up one-third of that.

Marinel FitzSimons, 29.09.2010