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South Africa's Wellington Wines looks to treble UK bulk sales by 2015

Published:  15 May, 2014

South African co-operative Wellington Wines is hoping to treble its bulk sales to the UK to 6 million litres by next summer and have 40% of its production, or 11 million litres, going to the UK by 2016.

South African co-operative Wellington Wines is hoping to treble its bulk sales to the UK to 6 million litres by next summer, and have 40% of its production, or 11 million litres, going to the UK by 2016.

The firm, which produces around 28 million litres across three sites in South Africa, has just set up a UK office, believing that agencies don't have enough time to concentrate on producers individually, while retailers are under pressure to source high volumes at the lowest possible cost.

Wellington WinesWellington WinesSouth African co-operative Wellington Wines is hoping to treble its UK bulk sales within the next year.

Christian Gilbert, newly-appointed sales and marketing director, will look after the UK and Europe, with 60% of his time spent focused on the UK market. "It's better to have someone contracted from the co-operative in the market," he said. Since the UK is the one that's "really developing" from a bulk point of view, it was a logical choice.

"Major retailers have moved country of origin from the front label to give them greater flexibility around sourcing, and the consumer is happy with that."

Wellington currently supplies around 2 million litres of wine into the UK market, but says the demand is out there from major retailers for much greater quantities.

Gilbert told harpers.co.uk that it can work with bottlers or retailers, and can make suggestions about brands, names or concepts to feed into retailers. It also offers South African bottling through Paarl Valley, where it is a major shareholder, if required.

There is an opportunity for more premium wines to be shipped in bulk now, said Gilbert. He said out of the 6 million litres of Chenin Blanc Wellington Wines co-operative produces, most comes from the high yielding flat lands, while more premium parcels are available. "But at £10 per bottle, you have to ask whether that level of consumer would be interested in bulk shipped wines, as you're up against AOC wines," he added.

A recent report from Rabobank showed that South Africa's bulk wine shipments had increased by 38% in 2013.

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