Rosemount Estate Wines Grange House 15 Church Street Twickenham TW1 3NL Tel: 0208 9174600 Fax: 0208 9174646 E: Web: Key contacts President EMEA Mario Micheli UK sales director David Thornhill Marketing manager ­ Rosemount Lisa McGovern Key brands Rosemount Estate Penfolds Lindemans James Herrick Wynns Rosemount Estate wines found the year 2000 wasan outstanding success for them both in terms of brand performance and awards. With a buoyant market and increased support behind the brand, 2001 promises to be even better. Reaching number one Rosemount marketing manager Lisa McGovern says: "Rosemount is now one of the truly global wine brands having established leading positions in key markets throughout the world. We have consolidated our position as the number one premium Australian wine brand in the UK with a 56% share of the over £6 segment (source ACNielsen MAT ND 2000). Back home in Australia, Rosemount is now the number one wine brand by volume and value (source: ACNielsen Feb MAT 2001) and in the US, Rosemount is still the number one Shiraz (source IRS MAT Jan 2001). Continued growth Australian wine continues to drive growth in the wine category with an March/April MAT volume growth of +16%. This compares with total wine category growth of +5% and a decline in the French wine segment of -3%. And it is the brands that are reaping the benefits with Rosemount continuing to grow ahead of the category with annual growth of +35% over the last two years (source ACNielsen Mar-Apr 2001). McGovern says: "Our research shows that while more and more consumers are enjoying wine, most know relatively little about the category. They are therefore looking for the reassurance of trusted brands to guide them through the myriad of wines available. Rather than reducing choice, consumers are turning to brands to help them navigate the category." Demand for premiums Despite the majority of wine being sold under £5, Rosemount have found that consumers are increasingly willing to pay more for premium brands. "The average price paid for a bottle of Rosemount is £5.67. This compares to an average Australian bottle price of £4.45 and an average wine bottle price of £3.68. The most dynamic growth is coming from wines over £7.00 like Rosemount Diamond Shiraz where the segment is currently growing at around 30% year-on-year (source ACNielsen MAT Mar/April 2001)," says McGovern. Exciting new varietals While it is the classics like Semillon/Chardonnay & Shiraz/Cabernet that are still the bedrock of the business, more and more consumers are experimenting with different varietals. "Once consumers have enjoyed one of our wines," says McGovern, "they are keen to try others in our range and our expanding varietal portfolio provides the ideal opportunity to do just that. Our 2000 vintage Sauvignon Blanc, Cabernet/Merlot and GTR have been well received by trade and consumers alike and are performing particularly well in supermarkets and specialists." Increased support Rosemount think that key to its success is understanding today's consumer and working in partnership with retailers to meet their needs. "Our wines deliver by offering an accessible fruit driven taste, stylish presentation and value for money.," explains UK sales director David Thornhill. "We are now working with our trade partners to create exciting promotional offers that make real impact in store. It's about making your promotion stand out and we are investing heavily in merchandising to create an impact." McGovern adds: "There is still a great deal of consumer confusion and brands need to work hard to differentiate themselves. We are investing over £1m in brand-building support this year and will be working with our customers to take full advantage of the increased awareness this creates." {{Z SUPPLEMENTS }}