The Red Consultancy has won a three-way pitch for the six-figure
consumer and trade PR account at Australian wine producer Southcorp
Red managing director David Fuller said the brief provides an
interesting challenge because wines - especially those from the New
World - are increasingly marketed on brand lines.
Old World wines are traditionally sold on grounds of quality and price
rather than brand, but the arrival of branded wines from countries such
as Australia has created new opportunities for PR firms.
Fuller said Red's brief would be to focus on Southcorp's 'distinct brand
personalities'. The company produces a range of red, white, sparkling
and fortified wines and its portfolio of brands includes Lindemands,
Penfolds and Rosemount.
The successful marketing of New World wines has come at the expense of
Old World rivals. In 1995, the New World made up 16 per cent of UK wine
sales (in volume); by 2000 the figure was 37 per cent.
Between 1990 and 2000, Australia's market share leapt from 1.4 per cent
to 15.8 per cent.