AUS: Evans & Tate launches brand offensive

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Evans & Tate is to embark on an assault on the Australian wine market with a series of brand launches.

The wine group hopes its latest offerings will revive the business after a series of losses, write-downs and winery sales.

E&T said yesterday (7 September) that it will launch a new brand - X&Y - next month. The brand consists of a range of four wines from the Margaret River region of Western Australia.

Prior to that launch, E&T's Margaret River winery will release wines from a new Single Vineyard Collection later this month. The company will then follow that launch with a second range of "premium" wines, known as The Reserve.

E&T managing director Martin Johnson said: "The introduction of the new wines is a clear sign of our determination to aggressively attack the market and positively grow our brands.

"Our aim is to continue making high-quality wines to meet the growing number of consumers who are embracing the premium end of the Australian wine market."

The X&Y range will comprise a Sauvignon Blanc, Chardonnay, Shiraz and Cabernet Merlot and retail at A$16.99 (US$12.87) a bottle.

Wines from the Single Vineyard Collection will sell for around A$44.99 each, while wines from The Reserve range will retail at A$29.99.

Sectors: Wine

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