Grant Burge Launches Benchmark: An Exclusive Brand for the On-Premise Channel
Benchmark Brand Features
– Premium fruit from South Australia, predominantly from the prestigious Barossa Valley
– Benchmark is a quality leader in its category, over delivering as a fine wine in its price segment, It sets the standard that other brands in its category aspire to attain
– Elegant packaging and imagery
– Designed for by-the-glass sale in restaurants
– Screw cap closure
The Brand Message
Benchmark by Grant Burge, is the epitome of a great wine from South Australia. The name sets the high standard of quality, style and taste of the wine, which others in this category strive to attain.
Grant selects only the best parcels of grapes with a high percentage of Barossa Valley fruit to produce fruit-driven wines with good balance, which can be enjoyed without years of cellaring. The wine offers excellent value, quality and consistency.
The Chardonnay is unoaked and has excellent fruit characters of fresh peach and melon, a creamy texture and mouth-feel and a crisp, balanced finish.
The Shiraz is soft and generous with complex black pepper and spice characters balanced with raspberry and black cherry, which are balanced with savoury oak.
– Clearly expresses quality with conservative, clean and clear brand messages
– Strong reference to Australia and the Benchmark brand
– Authentic and traditional with watermark treatment alluding to an old bank note
– The concept of the ‘best’ and ‘setting the standard’
We treated Benchmark very traditionally, combining typical French labelling cues with the Grant Burge brand language.
Grant Burge Wines commissioned an Australian research program in April 2006 (TNS Research) to determine the label appeal and suitability of perceived pricing with the following findings:
“The expected price for the Benchmark range is $20 or more, higher than the planned positioning for the range. This may be attributed to the strength of the Grant Burge brand.”
“The Benchmark range would most likely be purchased with a meal and also as a gift for someone else, suggesting a degree of reliability.”
Descriptions of the label appeal included:
“clean & clear”
“easy to read”
Research conducted by Wine Intelligence UK in June 006 supported Benchmarks’ strong purchase appeal and desirability of consumption with a meal.