Distell set up its Vineyards & Estates unit earlier this year

Distell set up its Vineyards & Estates unit earlier this year

Distell is looking to increase sales of its higher-end wine offerings in export markets, particularly the UK.

The South African wine, spirits, cider and RTD group, which set up the Distell Vineyards & Estates division earlier this year, is aiming to at least triple its share of the “premium” South African wine segment in the UK between now and mid-2017. As well as the UK, Distell is targeting Germany, The Netherlands and Finland for future growth.

“The UK remains the most important market globally in terms of positioning premium brands,” said Carina Gous, CEO of the Vineyards & Estates division. “Wines that perform well there are noticed by the rest of the world. The UK is a tough market and we aren’t chasing short-term gains, it’s about a consistent growth strategy.”

The company, which owns the Cape Legends wine portfolio, will “seek new retail listings for select brands and reinforce existing distribution channels”.

Distell will be present at the Wines of the Beautiful South tasting event, showcasing producers from Argentina, Chile and South Africa, in London tomorrow and Wednesday.

In 2011, Distell acquired a significant stake in UK-based distributor - and owner of wine brand First Cape - BrandPhoenix.