California has been one of the great success stories in recent years with its market share, both in terms of value and volume, surging ahead. At its current rate of growth California is expected to overtake France as the no.2 in the UK market by September 2007. The Californian sector is dominated by a handful of very strong brands which are driving the growth of the UK wine industry, the challenge for HwCg was to launch a brand in this growing sector that had a significant point of difference from the competition

HwCg began the process of brand creation in the field. Having looked at all the major retailers’ and brand ranges they were able to identify the strengths and weaknesses of the category, in terms of price points, grape varieties and visual impact. This was considered alongside AC Nielsen market data, Californian quantitative and qualitative research, produced by Wine Intelligence, as well as personal interviews with supermarket buyers and opinion from the HwCg senior sales team. Having decided upon the “gap in the market” they assembled a team that would deliver a strong brand solution
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