Greet news for LFE

Chilean wine producers Viña Luis Felipe Edwards (LFE) have appointed Peter Greet as UK commercial director.

Greet, who was previously head of wine at Direct Wines, will be based in the UK and work closely with distributors D&D Wines International to expand distribution for the LFE range and introduce a new range of premium wines later this year.

“Appointing Peter to oversee our commercial activities demonstrates our long term commitment to the UK market,” said LFE managing director Luis Felipe Edwards Jr.

“We are delighted to have him as part of the LFE team as his knowledge and commercials insights will help us accelerate our growth plans.”

Greet added: “I’m very excited to be joining such a go-ahead company.  LFE is extremely competitive at every quality level and our genuine family brand offers a strong point of difference in a category dominated by one major player.”

“In Colchagua the Edwards family have planted 80 hectares on hilltop sites at over 700 metres of altitude to benefit from cooler growing conditions and longer ripening periods.

“This is the first such project in Chile, where vineyards are traditionally grown on the valley bottom, and is just one of the visionary investments the Edwards family are making in quality for the future.

“Everyone in the company is very focused on creating a market-leading range at every level.”

Alan Lodge, 07.07.2009