FGL revitalises wine brands

Foster’s Group Limited (FGL), the world’s second-largest wine producer, has launched a new country-of-origin range for its Lindemanns brand. This multi-region approach is part of a decision to turn Lindemanns into a global wine brand following research showing that consumers in Europe and North America view Lindemanns as an international brand and not just an Australian brand.

In North America, wines from South Africa will be distributed under the Lindemanns brand from October onwards. The new range will also include South African and Chilean wines destined for the European market. "Consumers are interested in experimenting with wines from new places but they want a reliable choice from a known and trusted producer", said Lindemanns global brand director Oliver Horn.

FGL is also re-launching its Rosemount wine in a bid to revive sales of the 30 year-old brand. The group wants to position Rosemount as a modern, sophisticated and stylish wine. The new simplified range will be sold in diamond-based bottles inspired by Rosemount’s distinctive diamond-shaped label. The range will be made up of six distinct tiers in order to allow consumers to trade up. The wines, which are described as "fruit-driven, accessible and bright", will be promoted under the strapline: uncompromising, unpretentious, unmistakable.

The revamped wine will be available in Australia and the UK from November and will complement the more traditional brands in FGL’s portfolio such as Australian heavyweight Penfolds.

© db 6th September 2006