Foster's – the case of the disappearing wine brands

If you were in charge of a brand – let’s say Rosemount, for example – would you send out an email to every wine writer you could think of headed, in thick black capitals, “Rosemount Shows First Signs of Growth in Four Years”? It’s hardly the most upbeat message, is it? Although it does help to give a little background to the interesting phenomenon that one minute Rosemount wines were everywhere and the next they seemed to have virtually disappeared.

 

The next email in my inbox reported on the latest set of financial results from Rosemount’s owners, Foster’s, the...