Rosemount rebrands, AFL official partnership a key element

Posted by AFN Staff Writers on 13th June 2012

Rosemount is getting a brand makeover. Treasury Wine Estates will be relaunching its Rosemount wine label and has signed a sponsorship deal with the Australian Football League (AFL) in a bid to freshen up the brand for consumers.

Entrepreneur Bob Oatley founded Rosemount Estate in 1968. In 2001, the company was sold to Southcorp for $1.5 billion. In mid-2005, it went on to Foster’s (which is now part of the international SABMiller group) as part of the $3.7 billion takeover of Southcorp. Treasury Wine Estates took Rosemount during the demerger with Foster’s in 2011.

The previous gimmicky diamond shape will be replaced by a standard wine-bottle shape. It is hoped by management that this will help to re-establish the position of the Rosemount brand within the Treasury Wine portfolio. Abandoning the previous shape is also a bid to attract wine buffs who appear to have been deterred by the design.

In a deal revealed this week, Rosemount will become the AFL’s official wine partner. The partnership will be observed at the 2012 AFL Hall of Fame induction dinner on Friday 6 July 2012.

Treasury Wine Estates is already a partner of the AFL. Making Rosemount the sporting code’s official wine will support the wine group’s sponsorship ambitions.

Rosemount is reportedly the biggest-selling Australian wine in the $8 – $10 bracket of the U.S. market. The packaging and marketing relaunch will include a further push in the U.S. as well as an additional focus on a new social media strategy.