Agency: Saatchi & Saatchi Compton Authors: Linda Topham and David Downing

Country Manor: The Most Successful Brand You've Never Heard of

INTRODUCTION

Country Manor was launched in 1980 and has since become a leading brand operating on the periphery of the table wine market. Very little has been published about the success of Country Manor, but it is a brand which continues to demonstrate yearly volume increases of over 50 per cent, and a proven track record of responsiveness to advertising. It is this last point for which we hope to provide proof in this document.

This paper reviews the development and launch of this unique brand and follows its progress from an area advertising test to what is today a nationally advertised brand

THE CREATION OF THE BRAND

Country Manor is the brainchild of one of the most entrepreneurial and profitable companies within Allied Lyons plc. The company, Goldwell, is a manufacturer of specialised drinks, probably the best known of these being Snowball. Launched in the 1960s, Snowball was the mainstay of the Goldwell business until its very existence threatened the future of the company and heightened the need for a new product.