The change in market strategy will see the brand withdrawn from the multiple grocer channel in early 2010. It will still be available in the specialist independent and the wholesale sectors.
Spier sales director Eve Jell said: “Historically our UK focus has been on the off-trade. Our strategy moving forward is to concentrate on building the brand in the on-trade, driving value in the Spier brand and continuing to deliver quality South African wines to the UK market. We see the on-trade as a real area of opportunity for South Africa and Spier, and are committed to growing our brand in this channel.”
The newly created Spier on-trade portfolio will be composed of five tiers – the premium-positioned Private Collection tier, the Creative Block range, the Vintage Selection and Signature labels and the easy-drinking Colours range. The introduction of the new portfolio and move into the on-trade will be supported by a number of brand activities and initiatives designed to secure listings and establish Spier as an on-trade specific brand.