Rosemount set for overhaul to stem falling sales

22 November, 2010

Reports from Australia says the Rosemount wine brand could be facing an overhaul in a bid to halt falling sales.

Rosemount, part of the Treasury Wine Estates portfolio owned by Fosterís, was once one of the most important brands in the portfolio but it is now eclipsed in many markets by Lindemans, Wolf Blass and Penfolds.

A brand review, conducted internally, will examine issues such as whether Rosemountís distinctive bottle shape is perceived as being too gimmicky.

Rosemount sales fell 20% in the British off-trade in the year to October 2, according to Nielsen data Ė a fall of £8 million. Volumes fell by 23% despite Australia as a whole holding steady in the take-home market, and recording a small value increase.

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