WORKING AGAINST THE GRAPE CRUSH

As a result of Australia’s ever increasing presence in the wine industry, Diageo is launching a new Australian Shiraz entitled Archetype that comes from the Barossa region. "Many consumers have been introduced to wines from Australian under $10. While many of these brands are taking advantage of an oversupply of grapes in Australia, we wanted to introduce wine lovers to a premium offering from Australia that over delivers on quality by focusing on premier Australian wine regions, akin to California's Napa Valley." The rollout began January 2006 and is currently on shelves. "I spent a brief time in Barossa early in my winemaking career and have always been impressed with the quality of the fruit in this historic region," said the head winemaker.