Wine maker Rosemount Estate has launched a $3.5m campaign for its new ‘over ice’ Rosemount O product.
The campaign created by Badjar Ogilvy, will include outdoor ads, sampling and point of sale branding, ahead of Rosemount O’s launch on 1 March. The brand will also be the lead sponsor of the Rosemount Australian Fashion Week, which starts on 28 April. Media is being handled by MediaCom.
Rosemount O is a wine designed to be served over ice, an innovation the company claims will satisfy increasing consumer demand for lighter, more refreshing drinks.
Foster’s Group, Rosemount’s parent company, said it undertook “extensive” consumer interviews to identify the need for an over-ice wine.
It’s a trend that has been replicated in the cider industry, with the over-ice proposition radically changing consumer perceptions of the drink and helping boost global cider sales.
Lisa Saunders, group marketing manager at Rosemount Australia, said: “Consumers have told us that they’re looking for something different from wine, so Rosemount has responded to market demands.
“Rosemount O marks the next phase of the Rosemount reinvigoration, and demonstrates its commitment to innovation and consumer engagement. We believe that adding Rosemount O to our portfolio will attract new customers to the wine category, cementing its position as a stylish, must-stock product.”
