Kick starting the launch of a £1m marketing campaign for Beringer in the UK, Beringer Blass has announced a series of changes to its Beringer brand, which wil be rolled out early in 2004.
The changes, which include new livery for the sub brands Stone Cellars and Founders’ Estate, create four tiers of wines in the range with a clearly differentiated price band and channel focus.
The company hopes the changes will emphasise the Beringer brand name across the whole range.
Norbert Heinl, European brand manager for Beringer, said: “The changes to the Beringer brand architecture mark the beginning of renewed focus for Beringer in Europe. They reflect a desire not only to achieve consistency between international markets but also to build the brand name within the important UK industry.”
The Beringer Stone Cellars brand – previously Stone Cellars by Beringer – will provide an entry level to the range. Its new packaging features prominent Beringer branding and gives the wine a more modern look. The brand is priced in the £5 to £6 retail bracket,.
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By GlobalDataThe California range has been renamed Beringer Founders’ Estate. The range has been re-packaged to feature stronger Beringer branding and a picture of the well-known Napa Valley landmark, the Beringer Rhine House. A coloured banner stating the grape variety beneath each label enables easy varietal identification and they will retail at £7.99 to £8.99.
The livery for the Beringer Appellation Collection has undergone some minor packaging refinements to reinforce its ultra-premium positioning and emphasise the appellation. These wines will be available primarily in the on-trade and selected fine wine retail outlets. RRPs range from £9.99 to £12.99.
Finally at the top end of the offering are the Beringer Private Reserve wines.
The Private Reserve collection of wines will continue to be the primary focus for Beringer within the top end of the on trade, the company said. RRPs range from £24.00 to £44.99.
Norbert Heinl comments, “Delighted as we are with initial feedback from the UK trade about the new Beringer brand architecture, we have also put in place a major marketing campaign to ensure the brand’s success moving forward. Designed to raise awareness of Beringer wines and the aspirational Northern California lifestyle amongst discerning UK wine consumers, the campaign includes a major sports sponsorship, third party consumer promotions, consumer and trade PR, poster and outdoor advertising, kicking off from early 2004.”
