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Life's a beach for relaunched Barramundi

Published:  23 July, 2008

Barramundi, the Australian winery owned by Evans & Tate, has been relaunched with totally new packaging and a refreshed' range of varietals.

The new line-up comprises Shiraz/Cabernet, Semillon Chardonnay, a ros and a sparkling wine.

The new packaging, which will be launched in Somerfield and Waitrose, reflects the colour and vitality of Australia', and has been designed to appeal to young, stylish, city dwellers'.

As well as the new packaging, a new consumer advertising campaign has been created, under the Life's a Beach' banner. Barramundi brand manager Jane Moulynox said: Maintaining a brand like Barramundi over a 10-year period requires innovation, and we need to keep evolving. I think the refreshed approach will attract new customers to the branded Australian category.'

The winery, which is in Griffith, New South Wales, was sold by Evans & Tate earlier this year, and has a capacity of 15,000 tons/1 million cases.