Beringer Blass Wine Estates (BBWE) is to tighten the screw on the premium New World wine sector with its new look Wolf Blass range.
The premium Australian wine range has been given a makeover in an effort to strengthen the brand's presence in both the UK on and off-trade where other wines from Down Under are performing strongly.
BBWE has responded to consumer research by introducing less elaborate packaging after drinkers said the label needed work.
"Awareness of Wolf Blass as a brand was very low and we've introduced more Australian wine cues," said Chris Thompson, BBWE's marketing manager.
"People thought the eagle was a bit masculine and thought it looked German - which is not a good thing considering the German wine sector is not in the best state of health."
The introduction of modern packaging follows the creation of a dedicated UK brands team and the formation of a joint distribution and marketing partnership with Waverley Wines and Spirits.
John Shortt, managing director of BBWE, said: "This relaunch is in response to the huge potential for this internationally popular Australian brand. With the healthy growth of the New World category, Australia is now poised to take pole position and with consumers continuing to trade up into the premium segment, the opportunity exists to further build on the fan base of this distinctive and consistently well-supported wine range."
While Australian wine is predicted to surpass French as the biggest selling wine in the off-trade with growth of 18.4 per cent, its presence in the on-trade is not as substantial.
The launch of the new packaging will be accompanied by a poster campaign on the London Underground as well as a trade advertising campaign and extensive consumer sampling.
Next year will also see the introduction of single serve 187.5cl bottles following a positive response in Ireland.
More information is available at www.wolfblass.com.au.