Beringer Blass Wine Estates, the wine arm of Foster's, is increasing its presence in the UK with new consumer and trade initiatives.
Hot on the heels of last week's results, which put the group's wine sales ahead of beer, BBWE plans to increase the marketing for the Wolf Blass brand.
Outlining where the Australian firm wants to take the wine business, BBWE's md for northern Europe, John Shortt, said: "Greater investment in brands, both above and below the line, is a key plank of our growth strategy and a Christmas campaign for Wolf Blass is being finalised."
Commenting on Foster's wine sales last year, which topped £700m compared to £627m for beer, Shortt said: "This is an indication that BBWE is gearing up. When Seagram pulled out of the wine business in the UK, we had an opportunity to review our options. Within a short period, our strategy has been validated.
"Despite a two-month hiatus from the closure of Seagram to when the new BBWE European office began trading, we achieved a 24% growth in volume year-on-year in the UK. The UK sales team achieved 71% growth year-on-year for the last five months of the financial year."