Red Consultancy lands Southcorp Wines account

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.

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