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Oxford Landing launches new premium range in the UK
Australian wine brand Oxford Landing Estates has launched a new premium range of wines in the UK – the first npd from the company to hit the UK in more than twenty-five years.
The new Marty’s Block range comprises four wines that are made and bottled in South Australia, a Chardonnay, Shiraz Cabernet, Viognier and Tempranillo. They are available in the UK (RRP: 8.99) through distributor Negociants UK.
The new range is named after Marty Burnell, the vineyard manager who has worked at the estate for more than 36 years. The company said the wines had been inspired by Marty’s knowledge of the soil, vines and history of the vineyard, and also celebrated alternative varieties grown on the Estate.
Burnell said it was an “incredibly humbling experience to be recognised with such an honour”.
“Never in my wildest dreams did I imagine that I would have the privilege to have a collection of wines named after me,” he said.
Negociants UK’s managing director Simon Thorpe MW said there was great potential for growth in the Australian category in the £6-10 price bracket and a willingness amongst consumers to trade up. The new, premium collection would provide consumers with the confidence do so, he added.
Oxford Landing Estates Senior Brand Manager Anna Gillman said that the core £6-10 segment needed “strong, trusted brands like Oxford Landing” to provide mainstream consumers with the confidence to pay more for a bottle of Australian wine.
“Growth is coming from the mainstream varietals such as Chardonnay and Shiraz Cabernet blends but also within alternative and emerging varieties at the £6-10 price bracket, suggesting consumers are looking to explore and discover more,” she said.
The core Oxford Landing collection is currently the second largest Australian wine brand retailing at over £6, Thorpe noted, and has seen strong growth in the off-trade across the multiple grocer, convenience and cash and carry channels.
The UK launch is being supported by a new media campaign across social media, when consumers will be encouraged to ‘Have a Drink with Marty’ to “get to know a real South Australian”.