Australia's Barramundi targets younger drinkers with new look

27 August, 2015

Australia’s Barramundi is targeting younger drinkers after a brand overhaul to position the brand as “the beach in a bottle”.

The new-look wine is set to launch in Sainsbury’s and aims to encompass the Australian way of life as young people see it – “sun, fun, sea, surfing and travel”.

The range includes a Chardonnay, Shiraz, Chardonnay/Viognier and Shiraz/Petit Verdot, rrp £8.

The rebrand came in response to a recent study by the Wilson Drinks Report that found Australian wine massively over-indexes with older drinkers, while younger consumers don’t engage with the country.

David Birch, sales and marketing director for Barramundi brand owner Qualia, said: “It’s not only boomerangs that come back. The return of Barramundi is the result of detailed market insights and careful planning with attention to all aspects of the dynamic marketing mix, including consumer engagement. Barramundi bottles the Australian essentials of flavour, freshness and a sense of adventure and humour. We want to bring excitement to the category and PLB is ideally positioned to make this happen.”

John Osborne, managing director of UK distributor PLB, said: “The Barramundi wines are great quality and good fun. The branding focuses on the well-travelled and colourful elements of Australian culture. We are delighted to be distributing these wines – their appealing packaging, fashionable style and reasonable price tags make them a very exciting prospect for PLB.”

The wine will be promoted at festivals and with a run of car park sampling outside supermarkets, and will feature at Tesco Wine Fairs as it is listed by Tesco online. It will roll out more widely in the off-trade next month.




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Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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