By Amy Looker, editor National Liquor News

Eighteen months after it launched back onto the market with new-look packaging, Angove’s Long Row range continues to pack a punch for its price point and achieve significant growth for the brand.

Marketing manager, Matt Redin, told TheShout that the Long Row range has grown at a phenomenal rate since it was repackaged and relaunched.

"In a little over 18 months, we have achieved a 47 per cent MAT increase in the independent channel with more modest growth in national accounts. As a result we have been able to support our sales force with a continual program of both trade marketing and above-the-line advertising support. Long Row is now the largest selling range in the Angove portfolio," said Redin.

He also revealed there will be a number of new additions to the range.

"We have added a number of new wines to the line-up, including a Pinot Grigio and Moscato and later this year we will increase the 187ml offering by launching a Shiraz and Pinot Grigio, allowing the entire Long Row line up to be available in both 750ml and 187ml format."

With an RRP of $10, the wines are widely regarded as a benchmark for single varietal, great quality affordable wines, says chief winemaker, Tony Ingle.

“Sourced predominately from the family’s significant vineyards in the Riverland region, blended with parcels from McLaren Vale, Barossa and Coonawarra, Long Row wines are all about giving our customers a glass of wine that is true to variety without braking their budget,” said Ingle.

“The newly released 2014 Moscato, 2014 Pinot Grigio, 2014 Sauvignon Blanc, 2014 Riesling, 2013 Merlot and 2013 Shiraz stay true to that goal and are the results of two stunning vintages that really did let the individual character truly shine.”

Angove Family Winemakers Long Row range is available nationally.  

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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