UK: Halewood buys two fortified wine brands
Halewood International has strengthened its position in the fortified wine category by purchasing two brands, Emva and Eldorado, for undisclosed fees.
Emva is a fortified wine from a sixth generation winery in Cyprus. The brand is produced with indigenous varieties of grapes including Black Mavro and White Xiniseri. The free run juice is fermented down to dryness, fortified with grape alcohol and matured for three years in oakwood barrels.
Hale wood said that, with a loyal drinker base, Emva has a wide off-trade distribution across multiples and cash and carries including Tesco, Sainsburys, Morrisons, Nisa Today and Booker. Emva will be supported by a packaging re-design, POS and new A4 presenters.
Eldorado, meanwhile, is a fortified wine well known across Scotland. Supported by POS it will now be made available across the UK.
Richard Clark, head of marketing for Halewood International, said: "Emva and Eldorado are both strong brands in their own right, they complement our strong portfolio of fortified wines and will enable us to provide a stronger range proposition to our customers."
Both have a target audience of 45 plus drinkers of fortified wines and sherries. Halewood International will aim to retain these drinkers and encourage lapsed drinkers over the forthcoming 12 months.
Emva has an ABV of 15% and is available in 70cl at a price of £4.49 or in 6 x 70cl packs, and Eldorado has an ABV of 17.5% and is available in 1l, 70cl (£4.49) and 35cl formats.
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