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17/09/2008

Sirromet’s cat is out of the bag

He’s the cat’s whiskers, the purrfect wine connoisseur and a pussy with a passion for Sirromet wines. Meet ‘Sir Romet’, Sirromet’s new consumer-driven answer to wine snobs and those who take life too seriously.

“He knows what he likes — wine — and he knows how and when he likes to drink it,” says Sirromet CEO Ross Elliott.

“Sir Romet is just like eight out of ten wine consumers who simply want to enjoy quality wines at reasonable prices without intimidating wine jargon.”

Sir Romet is leading Sirromet’s new south east Queensland push which will see the furry moggy splashed across billboards and print media in an extensive advertising campaign.

“It’s hard to imagine a more competitive marketplace than wine in Australia right now,” Mr Elliott said.

“There are close to 3000 companies and 30,000 bottle brands competing for consumer attention all with a strong degree of sameness and an overabundance of very traditional, safe thinking in terms of marketing.

“It’s difficult to stand out in a crowded marketplace, even with Sirromet’s growing medal tally, nationally and internationally, as proof of the high standard of the wine.

“Sir Romet takes a subtle dig at those who take themselves and wine too seriously and does not use ‘wine jargon’ to influence and intimidate the consumer.”

Elliott said an early trial of Sirromet’s new campaign in Brisbane’s western suburbs, produced outstanding results with sales many times the volume recorded pre-campaign.

Sirromet wines are available at leading outlets throughout Queensland.

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