LOS ANGELES: Australian Hall-of-Fame golfer Greg Norman has tapped Ruder Finn to help launch a new line of California wines.
A joint enterprise between Australian-based Greg Norman Estates and Napa-based Fosters Wine Estates, the new bottles debut nationally this month under the Greg Norman California Estates label.
Marketing efforts will focus on the idea of "the active leisure lifestyle," according to Fosters VP of PR Mora Kronin. RF is specifically charged with positioning the brand in men's lifestyle media as an affordable yet luxurious item.
RF VP Lisa Duszak said that Norman will be a focus of media efforts, with the pitch focusing on his lifestyle.
"He sort of exudes this feeling of leisure," she said.
The in-house team at Fosters will handle "traditional wine industry PR, which is to get critical reviews and 3rd party endorsements," said Kronin.
RF has worked with Fosters in the past, most recently on the spring launch of a wine label with less alcohol targeting women.