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Yalumba owned, Negociants UK is to begin selling its wines direct to independent merchants and restaurants.
It has added wines from Barossa Valley’s and Brokenwood from the Hunter Valley, as well as some specific wines from Yalumba, in order to keep wines separate for the trade channel.
It has also launched an Indies Programme of incentives and support which includes an inaugural Winemaker Tour that will take place over ten days in September.
Managing director, Simon Thorpe MW, said: “Our aim is to continue to gain supporters for life and work closely with the trade and wine drinkers to shape our fortunes here in the UK.
“It is an exciting time for us and a significant investment in the business and to the UK market.
“There is no substitute for having our own people represent our wines in market.
“In short, we want our customers to be as close to the wineries and winemakers as possible.”
It will put in place a team to sell into and support London accounts, and a network of distributors to sell to on-trade outlets throughout England, Scotland and Wales.
Story by Carol Emmas
Courtesy of Harpers Wine & Sprit Trades Review