By James Wells

New Zealand based Yealands Wine Group will increase the focus on its Babydoll sub-brand with broader distribution into off-premise liquor stores.

Yealands Wine Group global marketing manager, Avram Deitch told TheShout the sub-brand represents a strong growth opportunity for the business.

“We are spending more time this year talking about Babydoll – it is a great brand that is part of the Yealands story. The Babydoll sheep wander through the vineyards and eat the grass, but are a little bit too short to reach the grapes.

“It is a great story and people really love it – the consumer response to that brand has just been phenomenal everywhere we have had it,” Deitch said.

“We are positioning Babydoll alongside the Peter Yealands brand, but with a different style and a different offering. We have retained the same quality of focus on the winemaking, and we will be releasing a Sauvignon Blanc, Pinot Gris, Chardonnay, Merlot and a Rose. There may even be a Sparkling wine in the works.

“The other thing I love about Babydoll is that while we have had this wine only in the on-premise market, there have been a lot of enquiries from consumers. Of the 60 customer enquiries we received in one month, 53 were about where they could buy Babydoll. As a result, it has now become available in the off-premise for both the Australian and New Zealand markets.

"We only started this business in 2008 and we have had an incredible run since then. But by being a young company, there is still a whole heap of opportunity we see in the market.”

Earlier this year, Yealands appointed Adrian Garforth MW as CEO to replace Jason Judkins.

The Shout Team

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

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