Premium push for South African wines

17 October, 2013

Cape Legends said it is giving its 20 wine brands a “big push” into the UK market as it sees a huge opportunity to trade consumers up to premium South African wine.

The company was formed a year ago as Distell’s fine wine division and 5% of its wine goes to the UK.

But Cape Legends, which has just launched an organic Fairtrade brand called Earthbound, believes a push into the UK market can significantly increase its annual £36 million turnover.

Marketing director Ross Sleet told OLN: “The UK is around 5% of our total business. We want to grow that significantly.

“The vast majority of UK consumers will not have visited South Africa so we can’t rely on wonderful estates and beaches and so on. We have to deliver quality

in the bottle. “It’s fundamental to go more premium. We are chasing value, not volume. That’s why we are talking more about heritage than just a good cheap and cheerful wine.

“For us the driver in the UK is multiples, but independents are absolutely crucial to us too because we have many mid to smaller-sized brands.

“People want to know who the winemaker is, where the land is – that’s vital.”

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