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AUSTRALIA: BRL Hardy targets women with wine launch

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Australian wine group BRL Hardy are to launch a new range of sweet table wines targeted at young women drinkers to lure them away from RTD spirit based mixes. Initially to be sold on the domestic market, the Annabella brand will begin with two whites and a red selling at A$10-13, (US$5.30-6.80). Australian trading manager Brian de Mamiel said Annabella was a direct response to the phenomenal growth in the RTD market, which contrasted with generally flat domestic sales of Australian wine.


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