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Sir Cliff splits from Fells

Published:  23 July, 2008

Vida Nova, Sir Cliff Richard's Portuguese wine, has moved unexpectedly from John E Fells - which has successfully gained distribution for the wine in and Waitrose - to new company Explore Wine. The decision to move the brand is believed to have been made by the Cliff Richard Organisation.

Explore Wine is a new company set up by Stephen Williams, managing director of The Antique Wine Company and Matthew Stubbs MW, former head of Safeway's wine department. The two met when working together on a wine education project. The company made its public debut at the recent Wine Show in Islington, London (see page 16).

The wine's recommended retail price was 8.49, but is expected to fall to 7.99. The change was flagged by at the recent Vini Portugal tasting where Explore was listed as the importer/distributor of the 2004 Vida Nova. It is believed Waitrose is to add the ros version next year.

At the time of going to press none of the parties involved were prepared to comment.