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April 27, 2006
Fruit Flavored Wines Are The Bomb In Australia
Southcorp, Hardys and other major Australian wine companies are infusing wines with fruit flavors – to universal satisfaction, it seems.
South Australian company Kingston Estate is the latest to try flavored wines with the Nautico range which was released recently into hair salons.
"We're trying to get to real people," marketing manager Lynda Schenck said. "The hairdressers loved it."
The crimpers in question sent out Christmas cards offering a free bottle of Nautico with every AUS$150 hairdo. Customers could choose from the berry-flavored white Shiraz, the tropical fruit infused Sauvignon Blanc Semillon, or the unwooded Chardonnay enhanced with citrus flavors.
The response was so good that Nautico now sells in Woolworth supermarkets in New South Wales and South Australia.
There are also flavored sparkling wines on the market: Southcorp's strawberry-flavored Killawarra Dusk and Hardys Omni Citrus. These wines, introduced in the past three years, are aimed squarely at novice wine drinkers and those who prefer the spirit and soft drink combinations of the ready to drink (RTD) category.
The category is evolving quickly. Last July Southcorp added the ginseng and passion fruit flavored Killawarra Krush to their range, after research showed the word 'ginseng' suggested health. Southcorp says it's not making any health claims for the wine. 'The amount of actual ginseng is fairly low.'
The market has responded with enthusiasm. According to ACNielsen, sparkling wine is one of Australia's fasting growing wine segments, with Rosé and flavored sparkles leading the way: the sub-category grew by more than 150% to May 2005.
Source: “Aussies go bananas over fruit flavored wines,” Felicity Carter, Decanter, April 27, 2006
Posted by fortna at April 27, 2006 12:17 PM
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