Southcorp is throwing £1.25m behind its two leading wine ranges as part of a drive to close the gap on its biggest Australian rival, BRL Hardy. Brand support for Lindemans includes a revamp of the label and the introduction of a Merlot (rsp £5.99) to the range. The advertising features £750,000 national six-sheet poster campaigns, plus 48-sheet posters in London and the south-east, which will run until December 20. Meanwhile, Rosemount's Diamond Label range will be boosted by the addition of a Riesling (rsp £6.99) and a £500,000 round of advertising which will include a six-sheet poster campaign near retail outlets in the final two weeks of the year. Southcorp faces stiff competition from both Pernod Ricard, which owns the sector leader, Jacob's Creek, and from BRL Hardy whose Stamp and Banrock Station wines together sell more than Jacob's Creek. The combined volumes of Southcorp's Lindemans, Rosemount and Penfolds ranges make the company the second largest Australian supplier. Lindemans brand manager Sally Warmington said: "We want to add value and be more aspirational and give consumers more reasons to buy than price. "We want to ensure the target consumers remember our wines so we are making the brand message distinctive. The company is very serious about how it markets its brands and the budgets will continue to be there to support them." {{DRINKS }}

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