S AFRICA: B-F to distribute Durbanville Hills in US

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The Brown-Forman Corporation has added the Durbanville Hills range of wines from South Africa to its US portfolio. The move follows a decision earlier in the year by its European wine division to include the brand in its UK portfolio.

Distell, which operates the Durbanville Hills winery in a joint venture with 9 grape producers in the area, has the capacity to process 8,000 tons of grapes annually. At present it produces just under 100,000 cases of wine, with South Africa as its largest market. With new plantings coming on stream, this will be increased.

Jan Scannell, MD of Distell, said that, since the two companies started working together with the Amarula Cream liqueur into the US market in 2002, they had found great synergy and adding the Durbanville Hills brand into the mix was a natural progression.

The brand's packaging is being upgraded to reflect its stature. It would be fighting in the GBP6.49 for whites and GBP6.99 for reds brackets in the UK, and US$11 for whites and US$13 for reds in the US.

Brown-Forman now has 14 wines in its US wine portfolio, with Durbanville Hills the first from south of the equator.

Sectors: Wine

Companies: Brown-Forman, Distell

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