It is distributed by Fells in the on-trade but “has run out of steam” in the off-trade and Sichel decided Amazon would be the perfect retailer to reignite it.
The new exclusive agreement includes five wines but focuses on Sirius 2011, which is available to Amazon customers at £9.49 per bottle in a case of three.
Charles Sichel, export director for Maison Sichel, said: “Sirius got off to a flying start and the quality has always been there – it’s won some 90 medals including 16 gold, making it one of the most frequently awarded Bordeaux brands – but distribution in the UK, especially in the off-trade, ran out of steam. The new partnership with Amazon is exactly the boost we are looking for.
“Sirius broke the mould back in the late 1980s and Amazon is doing new things in wine retailing so there is a parallel. Wine is a relatively new departure for Amazon and it’s interesting for Sichel to be working with them at this stage. The distribution channel seems perfect for the brand. I’m looking forward to seeing how it works. I certainly want Sirius to be brought to a wider consumer market in the UK.”