Childress gears up to work with Alfa

27 August, 2008
Page 14 
Alfa Brands has signed a distribution agreement with Childress Vineyards covering the North American duty-free market .

North Carolina-based Childress Vineyards was set up in 2004 by NASCAR team owner Richard Childress, one of the US stock car racing competition's best-known personalities.

His company owns 100 acres of vineyards and produces more than 30 wines, but the initial selection for duty-free customers will be smaller, concentrating on the winery's proprietary house blends, which in duty-free will range in price from US$10.99-$19.99.

Traditional distribution of Childress' wines has previously been limited to restaurants, liquor stores and grocery stores in North Carolina, South Carolina, Virginia, Missouri, Florida and Tennessee. However, the winery does ship nationwide from its online store.

Alfa Brands operations manager Amy Hildreth said: "NASCAR is the fastest growing spectator sport in North America and it has a strong following all over the US and Canada . We are putting together our marketing plans for consumer promotions and we will be offering them to operators on a store-by-store basis."

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