Kick starting the launch of a £1m marketing campaign for Beringer in the UK, Beringer Blass has announced a series of major changes to the Beringer brand architecture, to be ‘in trade’ early in 2004. Designed to emphasise the Beringer brand name across the whole range, the changes - which include brand new livery for the two sub-brands Stone Cellars and Founders’ Estate - create four distinct tiers of wines, each with a clearly differentiated price band and channel focus.
Norbert Heinl, European Brand Manager for Beringer, comments, “The changes to the Beringer brand architecture mark the beginning of renewed focus for Beringer in Europe. They reflect a desire not only to achieve consistency between international markets but also to build the brand name within the important UK industry.”
Beringer Stone Cellars – previously Stone Cellars by Beringer – provides an entry level, fruit-driven range of wines offering the quality of Beringer for everyday drinking. Whilst still incorporating traditional wine cues, the new packaging features prominent Beringer branding and gives the wine a more modern look that is stylish and eye-catching to create maximum on shelf impact. Priced in the growing £5 to £6 retail bracket, these wines are also ideal for banqueting or as house wines in the on trade.
Beringer Founders’ Estate – a tier previously known as the California range in the UK – offers more complex wines of exceptional quality that easily match a wide range of foods. Named in honour of Frederick and Jacob Beringer, who first established Beringer in 1876, the Founders’ Estate range has been re-packaged to feature stronger Beringer branding and a picture of the well-known Napa Valley landmark, the Beringer Rhine House.
This 17-room Victorian mansion was built on the Napa Valley estate by Frederick Beringer to re-create the family home back in Germany. The Rhine House is a superior example of late 19th Century architecture, built of Californian redwood, brick and stucco and its image on the Founders’ Estate label emphasizes the heritage and tradition behind the wines.
A coloured banner stating the grape variety beneath each label enables easy varietal identification by both consumers and wine waiters within the on trade and adds to the stylish and contemporary feel of the range. Founders’ Estate wines will retail at an RRP of £7.99 to £8.99.
The livery for the Beringer Appellation Collection has undergone some minor packaging refinements to reinforce its ultra-premium positioning and emphasise the appellation. The wines within the Collection include Napa Valley Fumé Blanc, Napa Valley Chardonnay, Clear Lake Zinfandel and Carneros Pinot Noir and Napa Valley Cabernet Sauvignon.
Throughout California, a limited number of superior wine grape-growing areas have achieved the rank of “appellation.” The vast diversity of soils and micro-climates in these appellations dictate the specific varietals that will flourish in each area, resulting in wines with intensity and richness of aromas and flavours that are a discernible signature of excellence. The wines in the Beringer Appellation Collection are the ultimate expression of ‘terroir’ from Beringer’s own prestigious vineyards. These exceptional wines will be available primarily in the on trade and selected fine wine retail outlets. RRPs range from £9.99 to £12.99.
The jewels in the crown within the Beringer portfolio, Beringer Private Reserve Chardonnay, Merlot and Cabernet Sauvignon, remain the halo wines of Beringer, having won many awards and international acclaim for nearly two decades. These flagship wines primarily reflect the knowledge, experience and passion of two masters: vineyard manager Bob Steinhauer and winemaster Ed Sbragia.
Ed Sbragia comments, “I create Private Reserve wines by choosing the most expressive fruit from a handful of vineyards. My goal is to craft wines with complex aroma, flavour and structural profiles that layer the individual vineyard characteristics into a cohesive and balance whole.”
The Private Reserve collection of wines will continue to be the primary focus for Beringer within the top end of the on trade where their reputation has helped to build a strong consumer following for the brand in the UK. RRPs range from £24.00 to £44.99.
Norbert Heinl comments, “Delighted as we are with initial feedback from the UK trade about the new Beringer brand architecture, we have also put in place a major marketing campaign to ensure the brand’s success moving forward. Designed to raise awareness of Beringer wines and the aspirational Northern California lifestyle amongst discerning UK wine consumers, the campaign includes a major sports sponsorship, third party consumer promotions, consumer and trade PR, poster and outdoor advertising, kicking off from early 2004.”
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NOTES TO EDITORS
Established in the Napa Valley, California, in 1876, Beringer Vineyards produces award-winning premium varietal wines across a broad spectrum of prices.
Beringer has the honour of appearing on Wine Spectator’s Top 100 list more times than any other winery.
For further information, please contact:
Bryony Wright/ Mark Hunt
Jefferson Hunt Communication Consultants Ltd
Tel: 0117 909 1834/ 07974 741764
Email: bryony@jeffersonhunt.co.uk
