Following the merger of Cranswick Premium Wines with fellow Australian Evans & Tate, the new company has unveiled plans to double sales of its successful export brand Barramundi within five years, making it a 1m case brand.
As part of the drive the company will be launching a premium version of the brand at a £5.49 price point called The Barramundi Reserve label. These wines will be launched at the 2003 London International Wine & Spirit Fair in May.
“The Barramundi brand has been the subject of extensive consumer research in latter part of 2002,” said the company in a statement. “This research highlighted ready consumer acceptance of a premium version of the brand at a £5.49 price point.”
The company is also focusing on building Barramundi sales in Continental Europe, it said. The company recently appointed a continental European sales manager, Gertjan van Arkel, based in Mainland Europe.
Evans & Tate also has plans to re-launch its Salisbury brand.
The merger, completed earlier this year, created the 6th largest Australian wine exporter, with an annual crush capacity of 51,000 tonnes, sales exceeding 2.4 million cases and revenues exceeding A$90m.