UK: Constellation Europe launches Fish Hoek in UK
Constellation Europe is launching the premium South African wine brand Fish Hoek in the UK, the company announced today (30 May).
The nationwide roll-out forms part of a "significant investment" the company is putting into South African wines, which Constellation hopes will add value to the regional category in the UK.
The launch of Fish Hoek will be supported by a heavyweight press advertising and marketing campaign this summer.
Fish Hoek, made by South African winemaker Bruce Jack, is "poised to help raise the average selling price of South African wine above the crucial GBP5 (US$9.90) price point," the company said.
The range includes six varietals from Pinotage to Sauvignon Blanc.
Clare Griffiths, VP of marketing at Constellation Europe said: "There is great potential to increase the value of the South African wine category in the UK market and, as the UK's leading wine company, we are committed to doing so. Our extensive 'Wine Nation' consumer research tells us that a huge opportunity exists to trade consumers up to high quality South African wines and that's what Fish Hoek, with its premium positioning and price point, is set to deliver."
Fish Hoek is currently on limited sale in the UK and has a RRP of GBP6.19.
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