Home' National Liquor News : NLN APRIL 2016 Contents 32 | APRIL 2016 NATIONAL LIQUOR NEWS
also always looking at opportunities across our
Spanish portfolio and will release Mia Sangria
with Woolworths in 2016."
At the end of 2015, wine comprised 12,284
active SKUs compared to 2677 for beer;
meaning new wines brought to market can
struggle to make a telling impact. As such, it's
no surprise to see so many brands engaging
with consumers and the trade with different
forms of promotional activity.
Yalumba celebrated the 2015 festive season
as sponsors for the Royal Croquet Club (RCC)
with events right around Australia. With more
than half a million people attending the events,
the partnership was a great success. Yalumba's
executive director of marketing, Taylor, said of
the partnership: "It is a very significant part of
our ongoing commitment to taking our brand
beyond the retail space and into the hands,
mouths and hearts of Australia's wine drinkers."
Agnew Wines hosts two major trade days at
their Cockfighter's Ghost winery each year, the
Vintage Day and a Reds Blending Day, which
invite along key trade who have an active
interest in winemaking and learning more
about the business' wines. Rohan Beale, sales
and marketing manager for Agnew Wines, said:
"Hand-selling is still a vital part of the sales
process in wine, and a retailer with knowledge
and confidence is far more likely to effectively
hand-sell our wines if he has visited our
winery and vineyard. If you want to drive your
customers towards higher margin, higher priced
wines, you need to have the knowledge and
confidence in selling these wines. The more you
know, the more you sell." The next trade day
will be held in July and will invite along around
50 members of the trade to the Hunter Valley.
For Taylors, there will be three major
campaigns used to engage with the off-trade
over the next 12 months. Along with focusing
on the ultra-premium wines, Taylors will
continue its partnership with the Australian
Rugby Union in 2016. And during Christmas
time, will continue to educate wine drinkers
about the importance of wine and temperature
with a through-the-line campaign for Optimum
Drinking Temperature sensors, engaging the
off-trade through multiple channels.
Meanwhile, Casella Family Brands (CFB)
will engage the trade with some below-the-line
activations. For [yellow tail] customers the CFB
sales team will continue to build innovative
below-the-line through trade mechanics
that create interest with shoppers in-store
and stimulate multiple purchases in single
transactions. At a relationship level, the team
will focus on building and maintaining the solid
partnerships it has built.
For Peter Lehmann Wines the CFB team are
rebuilding trade distribution across key SKUs
within the portfolio. There are plans to engage
the trade with below the line consumer focused
promotions. An example is the current "Win
a Peter Lehmann wines Portraits Jeroboam'
consumer promotion, which provides the
independent retailers who support the Peter
Lehmann Wines Clancy's and Portraits ranges."
In 2009, 12 of Australia's most influential
family wineries came together to form
Australia's First Families of Wine (AFFW).
Representing 16 Australian wine regions and
with a collective 1200 years of winemaking
experience, the group came together to raise the
profile and provenance of quality Australian
wine, both at home and around the world.
Yalumba's Hill-Smith, the current AFFW
chairman, said the major benefit of being part of
the AFFW is "fraternity". He said: "We can do
more as a collective than we can individually. It
is powerful, but it cannot move the Australian
premium wine needle on its own."
Alister Purbrick, chief winemaker and
CEO of family winery, Tahbilk, said: "Since
the GFC in 2008, which resulted in an
immediate strengthening of the AUD, imports
into Australia have dramatically increased
(from around five per cent to over 25 per
cent), which has put Australian winemakers
under a lot of domestic sales pressure. First
Families members have not been immune
to those pressures and it was decided in
2012 to conduct at least one First Families
promotional event in Australia each year. Both
strategies have worked wonderfully well and
the group is working very cohesively together
for our own and Australia's benefit."
The AFFW are leading the charge into
international markets, each year visiting a
different country as a united front to share
their stories and put their wines in front
of key buyers, retailers and media. Last
Villa Maria Seddon
Vintage at Voyager Estate.
Taylor Family .
Freixenet Family -
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