Armit reveals ‘archetypal English’ Digby wine promo

22 April, 2016

Armit Wines is launching Digby Fine English Non-Vintage Brut to the UK market for the first time at the London Wine Fair, alongside prizes from Savile Row tailor Cad & the Dandy and quintessential English leather lifestyle brand Aspinal.

The first bottling of this wine, which has been created for millennials, was 15,000 bottles. The wine is a blend of 40% Pinot Noir, 35% Chardonnay and 25% Pinot Meunier.

Trevor Clough, ceo of Digby Fine English, said: “For this blend I start by tasting my way through all of our Pinot Noir base wines. The Pinot Noir at the core of the Non-Vintage blend is bold and brassy, quite a character and was expressive even as the juice was running off the press. This is complimented by aged Chardonnay reserve wines which have spent an additional 1.5 years on the lees, which helps to retain the vitality at the heart of Digby’s house style while bringing a mellow richness to the blend. The addition of Pinot Meunier helps to keep the whole affair light and on its toes.”

Jacques-Etienne Le Clerc, buyer at Armit Wines, commented: “Following the great start of our relationship with Digby, adding the Non-Vintage Brut to our portfolio is an excellent opportunity for us to further develop the distribution of Digby in the UK, in particular with by-the-glass listings.”

Armit and Digby have teamed up with Cad & the Dandy and Aspinal for the launch of the wine, in order to offer “archetypal English prizes” to be won at the LWF event on 3 May.

Between 3 and 4pm, the tailor will be on Armit Wines stand (W35) taking arm measurements from those who wish to enter in order to be in with a chance to win a bespoke tailored jacket of an Aspinal handbag. Winners will be drawn at the end of the day.  




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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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