Foster’s Group has taken yet another step in improving its wine business by transferring 13 of its Australian wine tail brands to a new, 50/50 joint-venture with Vok Beverages. Vok will assume responsibility for the marketing, sales and management of the brands starting December 1, 2009, while Foster’s will continue to produce wine for the joint venture.
The brands being transferred are Queen Adelaide, Half Mile Creek, Minchinbury, Matthew Lang, Andrew Garrett, Maglieri of McLaren Vale, Rouge Homme, Great Western, Cartwheel, Fishers Circle, Galway Pipe, Boronia and Yarra Ridge.
Recall that Foster’s pledged to rationalize its Australian wine tail brands as part of the Strategic Wine Review. “This joint venture allows Foster’s to focus on wine making, distribution and marketing of its core portfolio,” said David Dearie, managing director, Wine Australia and New Zealand.
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