CALIFORNIA WINERY TAPS KIRSHENBAUM WEST

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SAN FRANCISCO (AdAge.com) -- Canadaigua Wine Co., Concord, Calif., has named Kirshenbaum Bond & Partners West, San Francisco, agency for its Alice White line of Australian wines, expected to be rolled out nationally sometime next year.

Although billings were not disclosed, Alice White, which also includes red wines, will be advertised on radio, online and via guerrilla marketing.

Christopher Cohen, director of marketing for the Table Wine Division of Canandaigua, said production on radio and print ads will begin soon in Australia and the campaigns will be tested in Portland and Seattle.

"If they do well, we will roll out nationwide," he said.

Alice White, which Canandaigua claims is the fifth-ranked Australian brand in the U.S., already has a lead positiion in the Seattle market. Case sales have grown more than 60% each year since 1998, the company said.

Australian wines have become one of the hottest sellers in the global wine market, according to M Shanken Communication's Impact. E&J Gallo Winery is expected next spring to roll out Hanwood Shiraz and Chardonnay, wines from a recently concluded deal with McWilliam's wines, an Australian family-owned winery.

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