Stellenbosch producer pulls out of supermarkets to target on-trade

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Drinks: Wines
Other: Business

Stellenbosch producer Spier is pulling out of the supermarket sector in early 2010, in favour of an aggressive push into the on-trade with a ‘restructured and extended’ portfolio. It will continue to supply specialist independent wholesalers.

‘Our strategy is to concentrate on building the brand in the on-trade, driving value and continuing to deliver quality South African wines to the UK market,’ said sales director Eve Jell. ‘We see the on-trade as a real area of opportunity.’

The new portfolio will include five tiers, from Private Collection down to the easy-drinking Colours range, and Spier will support them with brand activities and initiatives designed to secure on-trade listings.

The news comes as Spier celebrates winning a host of double gold and gold medals in South Africa’s Veritas Awards. At an impromptu tasting in the office, Imbibe was particularly impressed with the succulent Private Collection Chenin Blanc (£11.60) and the majestic Frans K Smit 2004 – one of the best New World icon wines we’ve tasted in a long time.

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