Spicier sales with Balti Wine

27 July, 2007

Retailers looking for wines designed for spicy food will get a wider choice as Balti Wine sets its sights on the off-trade.

The Manchester-based company offers

two reds and three whites , each featur ing a "chilli rating" to advise consumers about suitable food matches.

Balti Wine - set up in 2004 by Ashraf Sharif - supplies 65 per cent of Indian restaurants in the north west of England

and 6 per cent of Indian restaurants in England.

It aims to establish closer links with major wholesalers, off-licences and supermarkets, and plans to expand its range with a rosé and sparkling wine.

The company is also linking up with cricket, becoming a sponsor of the England v India cricket one-day internationals later this year.

The brand will be advertised on giant screens at Hampshire's Rose Bowl on Aug 21 and Bristol's County Ground on Aug 24, and promoted on advertising hoardings around the pitch. Cricket fans will also be offered samples of the wine.

Sharif said: "Starting with one-day internationals is a gentle step into the market. If it's successful, we'll look to develop more sponsorship opportunities with the cricket authorities."

Sharif

started the company selling

wine from the boot of his car to restaurants in

Rusholme's "curry mile ".

The number of wines designed to be drunk with spicy food has been on the increase

over the past year .

Among the most recent launches

are the semi-sparkling range Wine for Spice and 10 International's Pink Elephant rosé.




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