Foster's Group Limited (Foster's) today launched a new country-of-origin range for the Lindemans brand. This unique multi-region approach marks a major step forward in the evolution of Lindemans as a global wine brand.
The country-of-origin range will initially comprise wines from South Africa to be distributed in North America in October this year. This will be followed by South African and Chilean wines destined for the European market. Created through close associations with leading local winemakers from each country, the wines will showcase local wine characteristics while adhering to Lindemans' strict quality standards.
Lindemans Global Brand Director Oliver Horn said the range was developed following extensive consumer research across key global markets.
"We identified a great opportunity to open up new growth areas for the Lindemans brand. Consumers are interested in experimenting with wines from new places but they want a reliable choice from a known and trusted producer," Mr Horn said.
The research also revealed that the Lindemans brand was seen as a truly international brand - not Australian-specific - by consumers in the European and North American markets.
"Together with our distributors and retailers, we can develop a strong wine offering from multiple countries. Our commitment to quality will ensure that each wine remains true to its original style. We will invest in the Lindemans brand to further build on its already high awareness in specific markets," Mr Horn said.
"Foster's global supply chain allows us to respond quickly and efficiently to emerging consumer trends in wine. Using global consumer insights and demand forecasts we can produce Lindemans wine sourced from other regions, as well as distributing the country-of-origin range in new markets," he added.
Further information:
Media
Troy Hey
Tel: +61 3 9633 2085
Mob: +61 409 709 126
Mark Devine
Tel: +61 3 8626 3302
Mob: +61 438 598 006
Investors
Chris Knorr
Tel: +61 3 9633 2685
Mob: +61 417 033 623
