Reaffirming the Australian brewer’s commitment to growing wine sales -- which last year eclipsed its beer brands - it has earmarked £1m to develop
its Californian Beringer Blass portfolio in the UK.
The push centres on simplifying the brand’s ‘architecture’. Sub-brands Stone Cellars by Beringer and the label’s portfolio known as the Californian range have been given the new identities of Stone Cellars and Founders’ Estate.
The more premium Beringer Appellation Collection and Beringer Private Reserve have also had minor tweaks as part of the brand’s relaunch.
Marketing support will be in the form of press ads highlighting connections with California’s ‘aspirational’ lifestyle.