The previous gimmicky diamond shape will be replaced by a standard wine-bottle shape. It is hoped by management that this will help to re-establish the position of the Rosemount brand within the Treasury Wine portfolio. Abandoning the previous shape is also a bid to attract wine buffs who appear to have been deterred by the design.
In a deal revealed this week, Rosemount will become the AFL’s official wine partner. The partnership will be observed at the 2012 AFL Hall of Fame induction dinner on Friday 6 July 2012.
Treasury Wine Estates is already a partner of the AFL. Making Rosemount the sporting code’s official wine will support the wine group’s sponsorship ambitions.
Rosemount is reportedly the biggest-selling Australian wine in the $8 – $10 bracket of the U.S. market. The packaging and marketing relaunch will include a further push in the U.S. as well as an additional focus on a new social media strategy.
