The company hopes that the wines’ modern look and compatibility with a range of foods will be popular with its target market of women aged 25-50 years old.

The two wines, a Cabernet Merlot and a Chardonnay, are available in 750ml and 187ml bottles and are designed to help the brand drive sales through increased listings as restaurants’ house wine.

Fosters said they were keen to provide a by-the-glass option for their consumers with a product that was high in quality while remaining low in price.

Neil Barker, Foster’s commercial director for UK & Ireland, explained: “Our on-trade research shows that currently consumers are price sensitive when they are drinking out of home and are turning towards house style wines for price and quality.

“We have developed Rosemount Signature Collection to ensure it is able to compete on price but also offers consumers the quality and brand guarantees not associated with house wines.

“We are confident that Rosemount Signature Collection will offer on-trade outlets a point of difference and continue to drive sales for quality branded Australian wines,” added Barker.

Rupert Millar, 09.03.2010

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