The Wolf Blass Eaglehawk range of wines are set to soar on to the market this month with a whole new look.

The sharp new Eaglehawk label has the latest releases poised for success as the Eaglehawk brand aligns itself more closely with the Wolf Blass family.

The new label shows the Wolf Blass logo above the Eaglehawk label, re-positioning the brand and clearly defining it as a part of the Wolf Blass range.

Simon Marton, Wolf Blass Marketing Manager, commissioned consumer research which found all of those tested were reassured by the stronger presence of the Wolf Blass label on the Eaglehawk bottle.

"Although Eaglehawk is already considered a premium range of table wines, the addition of the Wolf Blass logo as a key piece of the brand identity will only serve to reinforce the recognition of the label when viewed in store by the consumer," he said.

"Consumers who were unaware Eaglehawk was already part of the Wolf Blass family, indicated they would now try it, given Wolf Blass’ reputation for quality and reliability. Consumers feel confident buying Wolf Blass, and the addition of the Wolf Blass name to Eaglehawk reassures them that they will have good quality wine every time."

Considering Wolf Blass’ position as the fastest growing brand in the top 20*, the stronger presence of this brand on the Eaglehawk label is an important strategic move.

Wolf Blass Chief Winemaker, Chris Hatcher is confident the stronger link of Eaglehawk with the Wolf Blass brand will propel it to the position in the marketplace it deserves.

“The Eaglehawk range shows diversity, quality and value for money,” he said.

“Changing the label, and not the wine, is part of a strategic decision to improve the profile of Eaglehawk which is designed to be an accessible and reliable range of wines for Australian consumers.”

The Wolf Blass winemaking team has worked to create a quality range of affordable wines, including the following varieties:

Non-Vintage Wolf Blass Eaglehawk Cuvée Brut contains zesty citrus and sherbet aromas on the nose, leading into apple and melon flavours and a rich and creamy mouthfeel. It is a wine best enjoyed as an aperitif or with lighter foods.

Wolf Blass Eaglehawk Riesling 2003 has a vibrant golden colour, citrus aromas and well-defined lime flavours. It is an outstanding example of one of Australia’s favourite wine varieties, and is well placed next to a meal of Asian food, seafood or salad.

Wolf Blass Eaglehawk Chardonnay 2003 contains tropical melon and peach characters which blend seamlessly with subtle oak and a crisp and refreshing finish. These attributes make it a perfect partner to chicken and pasta dishes.

Wolf Blass Eaglehawk Semillon Chardonnay 2003 is a combination of the tropical fruit flavours of the Chardonnay with the citrus zest of the Semillon, making a versatile drink which is best enjoyed young. A great addition to any picnic or barbeque.

Wolf Blass Eaglehawk Merlot 2001 features a strong ruby colour which belies the subtle flavours of forest fruit with cherry and berry aromas. The versatility of this wine means it is suitable with fish as well as some red meats.

Wolf Blass Eaglehawk Shiraz Merlot Cabernet Sauvignon 2001 is a fruit-driven wine, medium bodied and containing all the complexities only a blend of three wine varieties can bring. A good food match with this wine would be red meat, however, it is an interesting drink all on its own.

Wolf Blass Eaglehawk Cabernet Sauvignon 2001 is a full wine with generous fruit flavours and a touch of oak. The classic power of this variety is shown in this wine, which is great accompanied by roast meats and pasta dishes.

The eaglehawk image has long been the icon of the Wolf Blass label, so it was a fitting tribute when the Wolf Blass Eaglehawk range was created in 1987. Designed to give all wine consumers the opportunity to try wines from an internationally renown winery, the range has seen many developments and the release of the new label marks yet another chapter.

The quality of the wines are exemplified in Eaglehawk’s sponsorship of another quality Australian, the Australian Cricket team. As recent winners of the World Cup and continuing success in the test match arena, the alliance is an important one, and we are pleased to confirm the continuation of this arrangement into 2004.