Southcorp is the largest Australian-owned wine producer, selling to over 100 countries with a portfolio of over 20 wine brands, including Penfolds, Rosemount Estate, Lindemans, Wynns Coonawarra Estate and Seppelt.
In June 2005, we launched this marketing website for Rosemount Estate. The site differs considerably from the corporate Southcorp website which Gruden developed last year, representing an individual brand within the Southcorp group.
The main objective of this website redesign was to reposition the Rosemount Estate brand following its 'makeover' with new packaging. The brand had slowly become 'lost' in the range of other wines at the same price bracket, and our task was to revive this online.
The key objectives of the website were to:
Gruden redesigned the website with an 'aspirational' lifestyle feel, to appeal to a higher income demographic with an equal percentage of males and females.
Gruden used imagery to support the key values of the brand - one of friendship, with the same group of friends in the header at different stages of a social event to demonstrate them interacting with each other and the wine.
Feature panels were designed to assist in easily driving & guiding visitors around the website to key content areas.
Consumer feedback on the new website:
"In order to choose the perfect wine, I decided to check out your website and WOW was I impressed. Such extensive information and help. You have made choosing the right wine for my wedding the easiest and most enjoyable part. Thanks for providing such a user friendly, informative and easy to read website".
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