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Hot
on the heels of the successful launch of the Lindemans Chile range
in May, Foster's EMEA will launch a Lindemans South Africa range in
the Spring in a variety of trade channels.
Lindemans has been
the fastest growing wine brand in the UK market over the last twelve
months (source: AC Nielsen) and a major contributing factor to this
has been the Lindemans Chile range. Since launch, Lindemans Chile has
been an outstanding success, with strong rates of sale at a Premium
AUP, helping to grow the Chilean category.
"To build
on the multi-provenance credentials of Lindemans, South Africa is a
logical extension," commented Peter Jackson, MD of Foster's
EMEA. "I am delighted to announce that we have signed a
long-term joint venture with Origin to bring a premium proposition to
the category, which will help raise the average unit price of South
African wines in the UK."
Foster's EMEA
undertook an extensive selection process before committing to Origin.
The two key determinants in selection to ensure a good fit with
Foster's EMEA were wine quality and social responsibility.
Origin MD, Bernard
Fontannaz said, "Origin is a leader of the social
responsibility agenda in South Africa. We are working up a number of
Fairtrade projects with Foster's EMEA and looking to build these over
time, while working in close collaboration with Lindemans winemakers
and consultant Angela Mount to ensure the wines are the right quality
and style for the UK market."
The Lindemans
South Africa range will start with two wines from the 2007 vintage, a
Sauvignon Blanc and a Shiraz, the fastest growing varietals in the
South African category. The rsp is £5.99.
The launch will be
supported with an investment of over £1 million. The heavyweight
Lindemans core brand advertising campaign is being skewed to these
new propositions and will be backed up with major below the line
support.
According to
Lindemans Brand Manager Annabel Keech the launch will be tightly
focussed and ties in with more NPD news from Lindemans, including the
benchmark for low alcohol wines, Lindemans Early Harvest, which
launches this week in two of the major grocers.
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