Landor works with Beringer Blass Wine Estates to launch 'Local Stories' - First Australian premium and luxury wines umbrella brand

Beringer Blass Wine Estates (BBWE) is launching its new Australian premium and luxury wines umbrella brand, 'Local Stories', at the London International Wine & Spirits Fair at ExCel 18-20 May 2004 (Stand D50). Naming, identity and look and feel were all created by Landor Associates, who won the work in a two-way strategic pitch against Lewis Moberly.

Beringer Blass Wine Estates (BBWE) is launching its new Australian premium and luxury wines umbrella brand, 'Local Stories', at the London International Wine & Spirits Fair at ExCel 18-20 May 2004 (Stand D50). Naming, identity and look and feel were all created by Landor Associates, who won the work in a two-way strategic pitch against Lewis Moberly. Already offering a world-leading portfolio of luxury and premium wines from Australia, BBWE's 'Local Stories' is the first premium wine umbrella brand aimed at European consumers that focuses on Australian regional wine diversity. Chris Hatcher, chief winemaker at BBWE, selected the seven regions to create a range of excellent wines with exciting regional diversity. 'Local Stories' will initially consist of wines from seven of the key viticultural regions in Australia: Clare Valley, Barossa Valley, McLaren Vale, Langhorne Creek, Coonawarra, Yarra Valley and Hunter Valley. 'Local Stories' is unique as it consists of seven different wineries - the best-known and most-loved of these are Annie's Lane, Jamiesons Run and Saltram. Each of the seven wineries showcases the distinct regional skill of crafting wine from grapes best-suited for the climate of that particular region. Research by BBWE into European consumers' interest in Australian wines indicated that wine buyers seek simple, educational and credible information to explore regionality. Visual cues (images with strong colours or maps) and simple non-technical terminology are must-haves for consumers as they help to build an emotional tie to each region. Oliver Horn, European Marketing Manager for BBWE, comments: "Our consumer research into the Australian wine category showed strong consumer interest into the regional diversity of Australia and its effect on the wines. Consumers are keen to explore but don't like to make risky purchases. 'Local Stories' will offer them an educational Australian journey of discovery with the reassurance that each wine is of excellent quality." To develop a unique, relevant, and differentiated name and style for 'Local Stories' that would engage consumers both rationally and emotionally, BBWE worked alongside Landor Associates. Part of the 'Local Stories' charm is that each wine will maintain its own personality and will tell its very own story, based on the region and its people. 'Local Stories' objective is to offer consumers the benefit of a taste tour through Australian wine regions under the reassurance and quality stamp of the umbrella brand. Each region is portrayed with a distinctive look and feel, highlighting that region's unique characteristics and the impact those characteristics have on the wines. Combining seven 'regional highlights' is a radical departure from anything seen before amongst Australian wines. This new concept will help push the boundaries of current consumers' understanding of the Australian wine category. 'Local Stories' will be supported with clever and enticing point of sales systems to facilitate consumers' exploration into the Australian wine category. Price points All wines in the range have a suggested retail price between £6.99 and £8.99.