20CENT STYLE Kangaroo Ridge gets a rebranding
As many of you know, in this 20/CENT Style column, I love to look at brands or products that stand out from the crowd and liven up their category. And this is especially true in the wine segment, because in my view this is one of the last categories where brands do not dominate, and where they have to make an effort to stand out.
In the next lines, let’s take a look at Kangaroo Ridge. The brand has been on our shelves for almost a quarter of a century, and stands out for its approach.
A bit of story
It was launched at Delhaize in the early 2000’s when new world wines were in high demand in Europe. The brand has enjoyed growing success, and the winemaker developed the flavour profile to meet the demands of customers. The grapes are harvested from prime vineyards in South Eastern Australia and selected based on the criteria for Kangaroo Ridge Wines. The vision of the owner is to create vibrancy and freshness in the wines with integrated oak and very soft tannins.
Sustainability from early on
The Kangaroo Ridge wines are available in different formats : bottles of 37,5cl and 75cl, but also in Bag in Box packaging. These formats were chosen rapidly at the arrival of the brand on the Belgian shelves, but also, the winemaker took the decision to operate the bottling in Europe early on. The idea was to reduce the CO2 footprint of the wines, also to have more sustainable packagings as Europe offered a bigger choice of recycled and recyclable packaging. All this while maintaining strong controls over the quality of the wines at each step of the supply chain.
And interestingly, working with this method allows Kangaroo Ridge to offer not only more sustainable wines, but also keep prices competitive and affordable for consumers.
A new branding supported by a communication plan
In more recent news, Kangaroo Ridge enjoys a new look hitting the shelves this summer. The winemaker wanted it to be in line with the positioning of the brand. The new label design is fresh and modern with a clear Australian provenance. The packaging will stand out on the shelves with interesting features: gold foil, emboss, high build gloss and textured paper stock on the bottle.
And of course, the brand will communicate this new design to the trade and to its consumers. Kangaroo Ridge will send a press realease to the world, but the brand now also has an ambassador who will approach product specialists and affiliates at Delhaize to communicate the change. And to top it all, the bag in boxes of the range will participate to the BIB Festival at Delhaize in week 34 Mid-August.
For the affiliates of Delhaize reading these lines (or anyone else) who want to know more details and hear the full story, don’t hesitate to listen to Dagmar Roesner from Kangaroo Ridge telling the full story of the rebranding on the microphone of the Retail Influencer at https://open.substack.com/pub/vincentpanneels/p/the-new-branding-reflects-our-vibrancy?r=2zn2qe&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true
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