UK: Foster’s expands Lindemans range in UK

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Foster's has invested in launch a heavyweight advertising campaign to support the launch of its Lindemans South Africa range across the UK.

The company said today (23 November), that it has signed a deal with South African firm Origin, in an effort to introduce its wine brand's "logical extension" to the UK marketplace. The new range, which will also be supported by a GBP1m (US$2m) advertising campaign, will be "backed up with major below-the-line support," Foster's said.

The launch will be "tightly focused 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 unnamed UK grocers, the company added.

Foster's EMEA managing director Peter Jackson said: "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."

Origin managing director Bernard Fontannaz added: "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 and retail at GBP5.99.

Sectors: Wine

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