The Penfolds, Rosemount Estate and Lindemans Australian wine brands are to receive a major marketing push in the UK on-trade following the recent merger of Southcorp Wines and family-owned Rosemount Estate Wines.
The newly merged company, provisionally called Southcorp Wines, is looking to capitalise on the growing popularity of Australian wines in both Europe and the United States and has targeted pubs and bars as the key area for expansion in the UK.
While Australian wines are expected to eclipse their French counterparts by the end of the year in the take home market, the on-trade has been slower to embrace the arrival of New World Wines.
Keith Lambert, Southcorp Wines' chief executive, said: "We don't think Australia as a category or our brands have nearly fulfilled their potential in the UK, they've merely scratched the surface. The on-trade is extremely significant as nobody from the New World has been successful in cracking what is a notoriously difficult, yet hugely unexploited, market."
Speaking prior to the opening of the London International Wine and Spirits Fair, Mr Lambert announced the launch of a new Lindemans Merlot Bin 40 wine as well as the repositioning and repackaging of the Rawsons Retreat range.
The three core brands all currently occupy top 10 positions in the UK market.