Barramundi make-over

Published: 23 July, 2008

The Barramundi range of Australian wines has had a packaging make-over to introduce new varietal releases.

Australian artist Ken Done continues his exclusive contract with brand owner, Cranswick Premium Wines, and his colourful labels adorn all the Barramundi range, including a Shiraz/Merlot, Semillon/ Chardonnay, a newly launched dry ros and a sparkling. Varietal extensions come in Chardonnay, Verdelho, Cabernet Sauvignon and Merlot. The recognisable style also features on the Barramundi Limited Release Series of these fruit- driven wines. All Barramundi wines are designed to drink well on release, while the premium and semi-premium ranges also offer further maturation potential. New packaging is also the name of the game in Cranswick's Estate Selection range. CEO Graham Cranswick-Smith said: "Extending our range with premium products allows us to offer great wines with contemporary packaging at around 5 a bottle and create another benchmark for our export activities. We are committed to supplying wines to suit the needs and aspirations of a younger generation of wine drinkers." Cranswick Premium Wines is currently Australia's sixth largest wine exporter, and the company is looking to double its size through acquisition and/or merger to become the fifth largest producer behind the likes of Southcorp, BRL Hardy and Wyndhams. After the acquisition of Australian Premium Wines, Cranswick is hunting for bigger prey to meet the pressures of large volumes of Australian grapes coming on- stream from new plantings. Cranswick-Smith's aim is to double the group's market capitalisation (currently A$115 million) to create economies of scale and power in the marketplace.

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