Australian producers have used this week's London International Wine Fair to launch a number of initiatives aimed at reviving the fortunes of winemakers Down Under.
Some of the country's biggest winemakers are introducing new styles and emphasising regionality to boost sales, which are flat despite the Australians' majority 20% volume share of the UK market [Nielsen MAT 20 March].
McGuigan Wines is championing its new mainstream Semillon Blanc as a key Australian varietal for 2010, while Jacob's Creek has relaunched its Reserve range as Regional Reserve, with each varietal sourced solely from a region famous for producing that style of wine a first for Jacob's Creek. Wolf Blass owner Foster's has also focused on regional cues with a new collection.
McGuigan's Semillon Blanc (rsp: £6.99), which hits Tesco in July, would challenge New Zealand Sauvignon Blanc, said Neil McGuigan, CEO of brand owner Australian Vintage. While Semillon is traditionally used in Aussie blends, Australian Vintage claimed it had sourced sufficient grapes to develop an appealing and "elegant" single varietal wine.
The six-strong Regional Reserve collection (rsp: £9.99) would be available from October this year and would appeal to "slightly wine-involved" consumers, said Pernod Ricard deputy MD Simon Thomas. It would create a "halo effect" for Australian wine, he claimed. "Regionality isn't the solution to all of Australia's problems but it is an endorsement of what Australian wine can be."
Meanwhile, Foster's has launched a 'Regional Icons of South Australia' range for specialists (rsp £9.99-£14.99).
Australian wine has "been asleep for the past five years", McGuigan said. Over-commoditisation by big corporates had hurt the country's image and producers suffered from over-supply, unfavourable exchange rates and deep discounting, he said. "There's been a spiral of heavy promotions and you get out of it through quality wine and providing something new and interesting."
Some of the country's biggest winemakers are introducing new styles and emphasising regionality to boost sales, which are flat despite the Australians' majority 20% volume share of the UK market [Nielsen MAT 20 March].
McGuigan Wines is championing its new mainstream Semillon Blanc as a key Australian varietal for 2010, while Jacob's Creek has relaunched its Reserve range as Regional Reserve, with each varietal sourced solely from a region famous for producing that style of wine a first for Jacob's Creek. Wolf Blass owner Foster's has also focused on regional cues with a new collection.
McGuigan's Semillon Blanc (rsp: £6.99), which hits Tesco in July, would challenge New Zealand Sauvignon Blanc, said Neil McGuigan, CEO of brand owner Australian Vintage. While Semillon is traditionally used in Aussie blends, Australian Vintage claimed it had sourced sufficient grapes to develop an appealing and "elegant" single varietal wine.
The six-strong Regional Reserve collection (rsp: £9.99) would be available from October this year and would appeal to "slightly wine-involved" consumers, said Pernod Ricard deputy MD Simon Thomas. It would create a "halo effect" for Australian wine, he claimed. "Regionality isn't the solution to all of Australia's problems but it is an endorsement of what Australian wine can be."
Meanwhile, Foster's has launched a 'Regional Icons of South Australia' range for specialists (rsp £9.99-£14.99).
Australian wine has "been asleep for the past five years", McGuigan said. Over-commoditisation by big corporates had hurt the country's image and producers suffered from over-supply, unfavourable exchange rates and deep discounting, he said. "There's been a spiral of heavy promotions and you get out of it through quality wine and providing something new and interesting."
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