Barramundi’s aim is to be a wine that is affordable, reliable and is ‘all Australian’. Its proposition is to be an easy drinking wine that is typically lively, fun, with modern values. The brand name has a high recall in the UK market and is recognised as being a quality Australian proposition.

The branding was redesigned by an Australian design agency – Brain Cells. The brief was to create a new label representing “Brand Australia”. The new label had to reflect the energy and vibrancy of Australia and life style associations of “sea, sun and surf”. The new montage on the label certainly delivers this with beach balls, flip flops and surf boards embedded into the image. Barramundi now has a new lease of life and was re-launched into the UK market in summer 2006. The new blends and fresh images deliver on the high expectations of the UK consumer.

The Barramundi re-launch is supported with an intensive trade and consumer PR campaign focusing on the quality and value of the wines combined with the brand values of “lively, fun and contemporary” . There is also a consumer awareness campaign planned, which will roll out later in the year, embodying the brand positioning of “Life’s a beach”.