By James Wells
In just 10 weeks, the first wine under the new De Bortoli re-branding campaign has beaten initial sales expectations.
De Bortoli head of domestic sales, Vince Gurciullo, told TheShout that the wine has now reached its fifth production run after less than three months of sales.
“We have achieved almost 75 per cent of our six month national designated distribution objective in just the first 10 weeks of sales.
“The independent on- and off-premise channels have been the critical platform and pathway for us in building this brand’s early acceptance and credibility."
Gurciullo confirmed that the wine, which features the new brand identity, is now available, with further expansion expected in the lead-up to Christmas.
“We aim to build on Woodfired’s distribution and acceptance by strongly aligning it with the great Australian tradition of enjoying a rich, bold and full bodied Australian Shiraz with a perfectly barbecued prime cut of Aussie beef during the perfect Aussie summer,” he said.
“We also plan to have carry out an intensive consumer tasting program and recommend De Bortoli Woodfired Heathcote Shiraz as the perfect red wine to enjoy during the coming peak selling season.
“We are also working on a unique gift with purchase – so watch this space,” Gurciullo said.