Canadians believe bottle of wine must make a good impression

    New diamond-footed bottle reflects heritage of Rosemount brand

    TORONTO, June 13 /CNW/ - Guests' perception of the wine is among the
primary concerns for Canadians when serving a bottle of wine at a dinner
party, with over fifty per cent (52%) indicating it is an important
consideration. Cost is less relevant, with only a third of Canadians saying
price is important when selecting a bottle to serve at dinner.
    Rosemount Wines, which is launching a new diamond-footed bottle for its
Diamond Label wines, commissioned the Ipsos Reid survey to learn more about
what influences Canadians when they are selecting a bottle of wine.
    "With my background as a designer, people often ask me about easy and
cost-effective ways to impress their guests when hosting a dinner party," said
Jessica Cotton, Jessica Cotton Design. "I always suggest adding items to the
dinner table that have a unique or different design element. Simple things
that add a touch of elegance and sophistication include chic glass-blown
candlestick holders, small beautiful vases with fresh flowers, and a bottle of
wine that not only tastes fantastic but comes in a stylish bottle, like the
new diamond-footed Shiraz from Rosemount.

    The Hostess Gift and Dinner Parties

    The survey found that more than half of Canadians purchase wine most
often when giving gifts for dinner parties. Rosemount's new diamond-footed
bottle is the stylish alternative that can help make any occasion special and
serve as a sophisticated hostess gift. 53 per cent of Canadians favour
bringing wine most often over chocolates or other desserts (15%), flowers (9%)
or home accessories (5%) when attending a dinner party. For Canadians who
claim to be knowledgeable about wine, the proportion choosing wine as a gift
for dinner parties increases significantly to 78 per cent.
    When invited to a friend's home for dinner, the survey results also show
that both men and women frequently purchase a bottle of wine - nearly half of
both men (39%) and women (45%) indicated that they always or usually purchase
a bottle of wine as a gift.

    The Purchasing Decision

    Often credited with building the Shiraz category in North America,
Rosemount is a trusted brand amongst Canadian consumers. Survey results show
that purchasing a wine from a trusted winemaker or brand is a significant
factor, with two-thirds (65%) indicating that this consideration is important.
    However, advice from others also holds influence. When looking to buy a
bottle of wine as a gift, six in ten (60%) wine-purchasers say recommendations
from friends are important and just over half (53%) of Canadians rely on
advice from a wine expert.

    The Diamond Bottle

    Survey results indicate that consumers do judge a wine by its bottle.
Over fifty per cent (52%) of Canadians indicated that when they are unfamiliar
with a new product, they are likely to make a purchasing decision based on the
product's packaging. Recognizing the importance of the bottle design and
packaging, Rosemount has launched a new diamond-footed bottle to hold its
Diamond Label wines. The bottle's footprint is a reflection of Rosemount's
unique diamond-shaped label, which has served as a beacon for consumers in
past decades.
    "From its early stages when we turned the iconic wine label on its side
to create the diamond label and now turning our bottle into a diamond shape,
Rosemount has always been known for challenging established rules about wine,"
said Anne Carey, North American Brand Manager, Rosemount Estate. "With
consumers' tastes constantly evolving, the contemporary, new diamond-footed
bottle is a testament of our commitment to consumers to constantly provide
innovative, high-quality products."
    Rosemount's new proprietary diamond bottle is being used to package
Rosemount wines across all tiers in all markets across the world. The new
packaging is part of a carefully phased rollout across Canada, with the
heartland of the Rosemount portfolio - the Diamond Label range - the first
wines to appear.
    Since Shiraz, the first varietal, debuted on LCBO shelves in January, the
impact of the new bottle has instantly been felt. Rosemount Shiraz sales at
LCBO stores in the first quarter of 2007 increased by 27 per cent over the
same period last year.


    These are the findings of an Ipsos Reid poll conducted on behalf of
Rosemount Wines from May 11 to May 15, 2007. For the survey, a representative
randomly selected sample of 1116 adults was interviewed online. With a sample
of this size, the results are considered accurate to within +/-2.9 percentage
points, 19 times out of 20, of what they would have been had the entire adult
population been polled. The margin of error will be larger within regions and
for other sub-groupings of the survey population. These data were weighted to
ensure that the sample's regional and age/sex composition reflects that of the
actual Canadian population according to Census data. (*)Question NE1 was in
field May 17-20 to 2141 adult Canadians.

    About Rosemount

    Since the mid 1970s, Rosemount has established itself as one of
Australia's leading wineries, producing a selection of wines that reflect the
riches of the Australian climate combined with a firm dedication to winemaking
excellence, innovation and style. Critical acclaim in 1982, 1986 and 2000 at
the International Wine and Spirit Competition in London and being named Winery
of the Year in 1999 at the San Francisco International Wine Competition bears
testimony to Rosemount's long held tradition of making fresh, bright and
vibrant wines of consistent quality. From 2007 a revitalized Rosemount is
poised to return to consumers around the world. For more information, visit

    About Ipsos Reid

    Ipsos Reid is Canada's market intelligence leader and the country's
leading provider of public opinion research. With operations in eight cities,
Ipsos Reid employs more than 300 research professionals and support staff in
Canada. The company has the biggest network of telephone call centres in
Canada, as well as the largest pre-recruited household and on-line panels.
Ipsos Reid's Canadian marketing research and public affairs practices are
staffed with seasoned research consultants with extensive industry-specific
backgrounds, offering the premier suite of research vehicles in Canada -
including the Ipsos Trend Report, the leading source of public opinion in the
country - all of which provide clients with actionable and relevant
information. Ipsos Reid is an Ipsos company, a leading global survey-based
market research group. To learn more, visit

    NOTE TO EDITORS: Photos are available upon request.

For further information:

For further information: Media Contact: Nicole Tuschak, Ketchum (on
behalf of Rosemount Estate), (416) 642-5246,

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