SYDNEY: Southcorp Wines' Lindemans brand has taken aim at the number one spot in Australian wine sales.
A $3 million advertising campaign will launch on TV and cinema on 18 July with the aim of lifting Lindemans from number two in the Australian market, past industry leader Wolf Blass. The Australian public consumes about 18 million cases of table wine annually. Lindemans currently sells just under two million cases of wine in Australia a year and is targeting a figure of 2.12 million cases in the next 12 months, a growth of 6% against total industry growth of around 3.5% this year. Lindemans marketing director, Rosemary Scott, said the wine brand's target consumer is someone looking for an easy choice. "Our target consumers find the wine market intimidating and are looking for reliability," she said. The Lindemans campaign will begin with a series of six 15-second TVCs which were first screened in the UK, one of Southcorp's largest markets, last year. Scott said sales of the Lindemans brand grew by 23% in the three months the ads were shown in the UK. McCann-Erickson group account director Angus Hosie said the campaign, which was developed in a collaborative effort between McCann's Sydney and London offices, was designed to fit around "key appointment-to-view programs for a 25 to 39-year-old female audience". The brand has signed up as a sponsor of lifestyle drama series Cooks which airs in September, and the cinema release of Bridget Jones II.
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