Ian Belcher

Lindemans has lost share, but it's probably mostly gone to Rosemount, as they're similar brands.' But as Ian Belcher, marketing controller at E&J Gallo, points out: ‘People talk about the rise of the New World since the 1990s, but it is as much about the rise of brands.' A case in point is the success of German wines such as Blue Nun and Black Tower over the past five years.Despite the poor reputation of German wine, Blue Nun rose by 8% between November/December 2000 and 2001, to 238,000 cases.
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But wine is not as simple as ketchup.' By way of reconciling the increasing presence of brands and the diversity inherent in non-brands, Belcher thinks that ‘a happy mix of brands and non-brands is the best approach.
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Belcher suggests that an FAB wine is not out of the question: ‘We're not working on it at the moment, but I think it would be perfectly acceptable to the market.