By James Wells, reporting from ProWein

McLaren Vale winery Wirra Wirra has unveiled a new brand at the ProWein exhibition in Düsseldorf.

According to Wirra Wirra international sales manager, Sam Temme (pictured), the new unnamed sub-brand of varietal-focused wines is designed to capitalise on growth in the European markets and will not be available to Australian customers at this stage.

“This will be positioned at the Scrubby Rise pricepoint of around 13 Euros and will feature clean and concise packaging that is strongly branded Wirra Wirra and also ties in with our history.

“We have identified that Scrubby Rise as a blend is suited to some accounts and not to others. The new brand will be single varietal and will be predominantly focused at on-premise and independent retailers.”

Temme said his postion within the Wine Australia stand at the ProWein exhibition has been beneficial for his business.

Over the three days of the show he had meetings with his top eight export countries including Russia, Singapore, UK and The Netherlands and hopes to sign new distribution agreements in Japan and Korea.

The Shout Team

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

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