Deal creates scholarship

16 November, 2007

Emporia Brands has teamed up with Wine Rack to revamp the retailer's

spirits offering with 11 new premium products.


partnership includes the launch of a scholarship programme for nine top Wine Rack managers to visit the distilleries where the products are made. Candidates will be judged on their contribution to the sales and marketing of the brand.

The spirits covered in the deal are Cape North Vodka, Saffron Gin, Casco Viejo Tequila Blanco and Joven, La Mauny Rhum Agricole, Comte de Lauvia VSOP Armagnac, African Spear Brandy, Nardini Grappa Blanco, Gabriel Boudier Crème de Cassis and Framboises de Dijon, and Absente Absinthe.

A team of educators from Emporia will be visiting every Wine Rack store in the coming months to carry out tastings and to ensure managers are fully briefed on each of the products.

"The goal is to create a team of experts within Wine Rack who can advise and enthuse their colleagues," a spokesman said.

The first training visit in the scholarship scheme will be to the Cape North distillery in Sweden in January, followed later in the year by the other brands, including Casco Viejo tequila in Mexico, La Mauny Rhum in Martinique and KWV's brandy distillery in South Africa.

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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.

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