10 International

13 July, 2007

The Lodge, Guildford Road, Effingham

Surrey KT24 5PE

T: 01372 454910

M: 07904 479998

W: 10international.com

Established: 2006

Turnover: £5 million (estimate for 2008)

Marketing and promotional spend 2007-8: £200,000

Brands: Pink Elephant, DFJ (Portugal), Altoro, Darien, Irius (Spain)

Off-trade split: 80 per cent

Europe/New World split: 80/20

Key personnel: Bill Rolfe, director; Toby Hancock, director; Liz Wells, trainee winemaker

Former United Wineries directors Bill Rolfe and Toby Hancock formed 10 International in 2006, and teamed up with D &F wine shippers to launch flagship Portuguese rosé Pink Elephant, designed specifically to go with spicy food, in January. The agency also launched Spanish brand Altoro, made by a consortium of seven bodegas in seven Spanish DOs, which will roll out to a wider market in the next year. Rolfe says the team, which includes a trainee winemaker, is growing and he hopes to make use particularly of "word of mouth marketing" to promote his brands.

Bookmark this

Site Search


English wine: a happy harvest for Christmas

All across England and Wales, vineyards are being harvested. Down winding country lanes come armies of welly-wearing conscripts wielding secateurs and buckets, ready to reap the rewards of our vines. Happily they come, their cheeks ruddy with pride. Half an hour later they’re crawling over muddy clods with lacerated hands, drenched in claggy juice and cold sweat, as if ploughing through an endurance race.

Click for more »
Upcoming events


Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know