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Spier opts out of UK multiples
South African brand Spier has made a conscious decision not to be listed in multiple retailers next year. Instead, it will concentrate its marketing efforts on UK independent specialist retailers and the on-trade.
Confirmed as a move to "build the brand", Spier wines will be withdrawn from the multiple grocers from the beginning of 2010.
The award-winning producer said that the move is purely based on concentrating “on building the brand in the on-trade,” according to Spier’s sales director Eve Jewell.
Jewell added she also wished Spier to drive “value in the Spier brand and continuing to deliver quality South African wines to the UK market,” something which it feels is not possible in the current UK multiple retailer environment.
Spier has streamlined its portfolio to match its new strategy, the brand now consists of five tiers – the Private Collection, Creative Block, Vintage Selection, Signature and Colours.
Jane Parkinson, 09.11.2009