Growth both locally and internationally has forced Distell to restructure its wine marketing and sales division to create a specialist boutique department.
The new department will be responsible for 13 top brands with a greater emphasis on driving the high-end of the market, where a higher level of liaison with markets is required.
Among the labels are Allesverloren, Stellenzicht, Alto, Jacobsdal, Le Bonheur, Plaisir de Merle and Uitkyk.
Distell’s global wine marketing manager, Peter Hafner, said the company also included the reserve brands of the Nederburg, Fleur du Cap and Durbanville Hills ranges.
Of the company’s local sales team of 80, 18 have been hived off to concentrate on the boutique wine market.
This goes hand in hand with South Africa’s drive in the UK to create a niche for itself in the over £5 category.
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“South Africa’s reputation as a quality producer in the super-premium sector and above has grown significantly in recent years,” said Hafner.
