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Published:  23 July, 2008

By Christian Davis

Waverley Wines & Spirits has unveiled a new umbrella brand - Oliver & Greg, fictitious maverick flying winemakers on the side of the consumer' and bringing wine to life and life to wine', notionally endorsing brands such as its Intro 2. Hew Dalrymple, Waverley's marketing director, told Harpers that following consumer research the company had decided to launch an umbrella brand to give brands such as Intro 2, which is the seventh best-selling UK on-trade brand, some endorsement' to reassure consumers. Oliver & Greg are based on Waverley's real-life flying winemakers, such as Kym Milne MW and John Weeks. Jeremy Dunn, Waverley's brands manager, said Oliver & Greg aims to promise a quality drinking experience without pretentiousness or complicated wine language'. Intro 2 becomes O&G's entry-level wine and will be launched into the on-trade in July. A new range, provisionally called Splash', comprising a Chilean Chardonnay, South African Sauvignon Blanc, French Merlot, Australian Cabernet and Shiraz, will be rolled out in September, and will be O&G's premium brand. Both will be on show at the London International Wine & Spirit Fair. Dalrymple said that the idea behind the Oliver & Greg proposition was to adopt the Jamie Oliver approach to life'. Other wines, such as an organic range, will be introduced under the O&G endorsement. * Moondarra, Waverley's Australian wine brand, which in eight months has sold 200,000 cases and is now the number five on-trade brand, is being rolled out into the off-trade and a regional varietal range selected by Milne will be added. The most successful ever wine brand launch into the on-trade, according to the company, it has been repackaged, with the kangaroo replaced on the label by a eucalyptus tree.