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I believe there are three main reasons why the company wants to extend their global markets. Firstly, it has been noted on the Palandri web site that Singapore has approached Palandri and put forward their interest in purchasing their products. Secondly, Palandri Wines certainly has the production capacities that could be utilised for further export. Thirdly, Palandri is nearing their optimum sales levels in the Australian market, and therefore are looking for a greater challenge.
(ii) Product Detail.
There are four ranges of Palandri Wines: Palandri, Aurora, Baldivis Estate and the UK Wines. I have chosen to particularly discuss the entry of the Aurora range into Singapore. Once these wines have been accepted and have established a market, the others will follow. The Aurora range was established at Palandri in 1999.
The Palandri Aurora brand is a modern, stylish and very approachable range of wines. The range of Aurora relates to both the "southern lights" and the mythical Roman goddess of the dawn who flew across the sky each morning to announce the new day (www.palandri.com.au).
The Palandri Aurora wines have extremely light fruit flavours and are best shared with friends at a casual event and are likely to suit younger customers exploring wines. As a result of travel and tourism, Singaporeans are increasingly becoming more open in their attitude to drinking and their consumption habits (www.austrade.gov.au). The Palandri Aurora range include; the Semillon Sauvignon Blanc, Chardonnay, Shiraz, Twice Oaked Merlot and the Cabernet Sauvignon. .
The Semillon Sauvignon Blanc is one of the classic styles that have come out of Western Australia. It has traditional lifted grassy Semillon aromas that dominate the nose, coupled with hints of passionfruit and spicy sauvignon blanc hues. The Semillon Sauvignon Blanc is a light to medium bodied wine with a nice tight structure. It is ideal served with fish, chicken or lightly spiced Asian food and seafood.