A company geared specifically to supplying branded wines around the world is launching at The LIWSF this week (D96).

Brand Pheonix has the brand expertise of three leading figures from the wine industry; Greg Wilkins formerly managing director of Gallo, Steve Barton previously from Halewood International and Steve Rosser, formerly of Hardy's.

Initial targets will include Californian brand, Corbett Canyon as well as branded offerings from Australia and France, followed by South America and South Africa.

In a statement the company said that being independent Brand Pheonix is able to source wines for the branded market from around the world and tailor them to match the specific requirements of key buyers and aims to help major producers match the retailer's true consumer requirements more closely.