10 International

11 July, 2008

The Lodge, Guildford Road, Effingham, Surrey KT24 5PE

T: 01372 454910

E: info@10international.com

W: 10international.com

Established: 2006

Turnover: £7 million

Marketing and promotional spend for 2008/9: £200,000

Brands: Pink Elephant, DFJ (Portugal), La Poderosa, Bodega del Fin del Mundo (Argentina), Left Bank, Yvon Mau (France), Chamanto, Tierra del Fuego (Chile), Altoro, Bodega 1877 (Spain)

Off-trade split: 85%

Key personnel: Bill Rolfe, director; Toby Hancock, director; Neil Bench, operations director

10 International has developed three new brands in the past year: La Poderosa from

Argentina, Left Bank from Yvon Mau in France, and Chamanto from Chile. Pink Elephant Rosé has gained distribution in the UK and has been supported by consumer shows and guerrilla marketing. Neil Bench, ex-Oddbins, has joined the company as operations director and Filipe Fernandez as Portuguese brand manager. The business is looking to develop more new brands in the year ahead.




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Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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