By Ian Neubauer
The Foster’s Group has said it will continue the relationship between its Rosemount brand and Australian Fashion Week (AFW), which is currently being held at the Overseas Passenger Terminal at Sydney’s Circular Quay.
“Rosemount is the naming rights sponsor of AFW for three years with the option of five,” said Rosemount senior brand manager, Damian Black. “Given this is the second year in, and the alliance has proven to be so successful, we will remain naming rights partner next year.”
Foster’s sponsorship of AFW was one of several marketing activities undertaken as part of Rosemount’s $8 million relaunch to reclaim its position as the country’s leading wine brand.
“Australian Fashion Week was chosen as, for more than a decade, it has been at the forefront internationally in promoting a creative and sophisticated image of Australia and its fashion designers,” Black said.
“It was considered a prefect marriage as both industries pride themselves on their foundations of quality, creativity and innovation.”
Rosemount sales have grown 55 per cent in value and 37 per cent in volume in the first quarter of this year, according to Nielsen ScanTrack Liquor data. The total wine market grew 4.6 per cent in value and shrunk 1.8 per cent in volume over the same period.
Rosemount currently has three white wine SKUs in the top ten bottled wines — Rosemount Diamond Cellars Semillon Sauvignon Blanc, Rosemount Diamond Label Sauvignon Blanc and Rosemount Diamond Label Chardonnay.