WAVERLEY LAUNCHES NEW AUSTRALIAN BRAND

Published: 23 July, 2008

The Waverley Group has launched a new Australian brand, Moondarra, a joint project with Simeon, Australia's third largest producer. Moondarra has been available in the on-trade through Waverley Wines & Spirits but, in its previous guise, was not deemed a suitable proposition for International Wine Services (IWS) to distribute to the off-trade. The company said it conducted consumer research to develop the right offering and the name Moondarra proved to be a favourite. It was considered undoubtedly Australian, attractive and suggested that it would be an ideal wine to relax and unwind with,' said brand manager Martin Pinner. The entry level consists of a Chardonnay, a Shiraz, a Semillon/Chardonnay and a Shiraz/Cabernet, all retailing at 3.99. The 4.99 Reserve range comprises a Chardonnay, a Shiraz, a Cabernet Sauvignon and a Merlot. Waverley accounts for more than 8% of the UK's on-trade market and more than 9% of the UK's Australian on-trade sales, and the company is confident that Moondarra will be able to challenge many of the well-known larger brands. The brand has already been listed by the Scottish & Newcastle Retail Estate and Pinner expects Moondarra to be served on more than 3,000,000 dining occasions over the next 12 months.

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