The launch of St Hallett’s bold new Blockhead range underpins its vision to grow the $20-$30 wine segment and assist in building the brand’s appeal with a new audience.
St Hallett has traditionally been a favourite of consumers aged 50+ years. However, by introducing a contemporary expression that still maintains the brand’s commitment to producing world-class Barossa Shiraz, St Hallett endeavours to drive awareness and trial amongst a younger target, aged 30-50 years.
Research shows that consumers in this segment like to try new brands, and are willing to pay the difference for better quality. They are also looking for brands that emulate their success hence the launch of St Hallett’s Blockhead collection.
Andrew Stark, General Manager – Marketing and Category, ANZP at Accolade Wines, said as a multi award-winning Shiraz specialist with an iconic Barossa heritage, St Hallett is perfectly positioned to become the leader in the $20-$30 wine category.
“Launching Blockhead is an important part of making the $20-$30 offering more appealing to younger wine drinkers who are ready to take the next step in their wine journey. It will help give them the confidence to try more premium wine and grow their appreciation of this classic variety. Success in this area will also lead to a higher dollar transaction for retailers.
“In the red wine category, consumers are looking for more approachable wines from premium producers. Blockhead has been crafted in response to this demand; designed to be incredibly generous in style, with softer tannins complementing the bright, juicy palate. This is modern Barossa at its best, presented in a premium bottle and with incredible shelf presence,” said Stark.
The interesting moniker of St Hallett’s contemporary new sub-range stems from the original European settlers in the Barossa township of Tanunda where St Hallett winery resides, who were known as Blockheads. The origin of the ‘Blockhead’ name is most commonly attributed to their stoic, square-jawed character and dedication to the land. The name has transcended the generations and is worn as a badge of honour at St Hallett.
The launch of Blockhead means that this story can be told to a new generation of wine drinkers who can enjoy premium quality wine from an award-winning Barossa icon at an affordable price. The three Blockhead wines are a result of 74 years of St Hallett winemaking expertise and are characterised by their drinkability and soft, lush and generous palate.
The Blockhead packaging has been designed to reflect its contemporary positioning. The tapered bottle enhances the premium and masculine appeal and the distinctive label helps to create intrigue and stand out on shelf.
The label artwork blends traditional and contemporary design elements to appeal to the younger demographic while maintaining the wine’s quality cues. The case has also been carefully designed to create cut-through in store and create aesthetically appealing floor displays.
St Hallett will be supporting the launch of Blockhead nationally with a through-the-line marketing campaign. This will focus on driving trial awareness amongst the target market, predominantly through digital and in-store activity.
Premium neck tags and display stands will help Blockhead stand out on shelf and provide education and information for consumers.
ST HALLETT BLOCKHEAD TASTING NOTES
Blockhead Shiraz 2017 – RRP $26.99
Perfumed nose lifted with ripe blackberry and mulberry, a hint of chocolate with enticing vanilla spice notes. A plush and vibrant palate bursting with juicy forest berries, fine coating tannins locked intricately together by a delicious vanillin oak undertone.
Blockhead Shiraz Grenache 2017 – RRP $26.99
Raspberry, cherry and blood plum framed by dark chocolate, charred oak and hints of bay leaf. Voluptuous with juicy red berry, dark chocolate and savoury spice flavours with soft flowing tannins, smooth and balanced.
Blockhead Shiraz Cabernet 2017 – RRP $26.99
Plums, raspberries and blackcurrant with hints of dark chocolate, dried herbs and menthol. This classic Australian red blend combines the opulence and power of Shiraz with the texture and length of Cabernet. Full bodied, chewy and generous with fine tannins.