Wellington House 4-10 Cowley Road Uxbridge Middlesex UB8 2XW Tel: 01895 813444 Fax: 01895 818048: Email:ian.jones@ejgallo.com Web: ukinfo@garnetpoint.com Key contacts Sales director UK & Eire David Bradley Operations director Charlie Frohock Marketing controller Ian Belcher Senior marketing manager Ian Jones Business unit managers Roger Boucher, Andy Hicks, Lloyd Stephens Key brands Garnet Point Australia: Shiraz/Cabernet Semillon/Chardonnay Garnet Point California: Chardonnay/Chenin Zinfandel/Barbera Grenache/Zinfandel Cabernet/Merlot Chardonnay/Semillon As wine, and particularly wine brands, become the beverage of choice for consumers, the UK wine market has undergone unprecedented growth and skyrocketed towards 100 million cases. Garnet Point, (75% growth, source: ACNielsen) is one of the new wine brands fuelling this growth, meeting an ever increasing desire from the consumer to increase their wine knowledge and gain new experiences from a brand that they trust. Even so, consumption in the UK is still less than one fifth of that in traditional wine producing countries such as Italy and France. "This confirms the tremendous opportunity for continuing overall volume growth in the UK wine market," states senior marketing manager Ian Jones adding, "as wine consumption continues to democratise, brands will take the lead in enabling the consumer to fulfil a wide range of wine experiences." A star performer Introduced in 1998, the success of Garnet Point's four Californian varietals has been achieved by balancing high product quality, premium packaging and sustained above and below the line investment. "Garnet Point's ability to meet the needs of its customers and consumers has seen it firmly entrench itself in the top 20 wine brands since launch," adds Jones. "With Garnet Point California already a success we were able to introduce stage two of our strategic brand plan ahead of schedule." The New World wine brand To say New World wines are the driving force behind the current growth in wine consumption is true. However, when that success is examined in more detail it is really wine brands that are driving New World growth. Such is the strength of brands and New World it seems logical to build a wine brand that sources not from one country, but from a select few New World wine countries. Jones says: "This is the vision that is Garnet Point. Simply, Garnet Point is about taking the best that the New World has to offer. "This year has heralded the launch of Garnet Point's first two Australian wines, a Semillon/Chardonnay and Shiraz/Cabernet, both from South Eastern Australia, and both competitively priced at £4.99." Born with a silver spoon Such has been the triumph of Garnet Point Australia that the Shiraz/Cabernet has recently been awarded a silver medal at the 2001 London International Wine Challenge. Jones says: "The award is an exceptional achievement from its first vintage and one that will build further trade and consumer confidence in the brand and its ability to deliver against expectation." Widening the search Garnet Point is anchored by its ability to build consumer expectation with package and advertising, and meets consumer expectation with a consistently high level of product delivery at a consistent price. Jones says: "Given such a positive reaction to Garnet Point Australia from both the trade and consumers alike, it is only a matter of time until the next development to the range is phased in. Undoubtedly though, with such a strong brand, any new developments will already have the support of UK consumers before they hit the retailer's shelves." £1m spend approaching Christmas With both Garnet Point California and Australia doing well we are expecting exciting things over the important Christmas period. Jones explains: "This autumn the largest ever promotional campaign will be launched for Garnet Point with investment in the crucial six weeks before Christmas approaching £1m alone. Central to the campaign's communication will be the message to the premium wine consumer that Garnet Point is truly The New World' wine brand." {{Z SUPPLEMENTS }}