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Goats no longer roam in the multiples

Published:  23 July, 2008

Charles Back, owner of the Fairview winery, has decided that he will no longer be seeking distribution for his Goats do Roam wines in the UK multiples, with the entire range moving over to on-trade and independent specialist Liberty Wines.

Pippa Askam, marketing manager at Liberty Wines, which already distributes Back's Fairview range, said: The wine is now available only through Majestic - it has come out of the supermarkets over the past few years as Charles was focusing on building the brand in the US, where they now sell about 150,000 cases.

We expect to be able to build a good market for Goats, as we think it is the sort of wine that needs to be hand sold in order to distinguish it from the myriad concept brands in the market, and this can only be done through the on- and independent off-trades. There is no pressure to replace the volume that was being done in the multiples, as this has been more than absorbed by the US.'

The Goats range that Liberty will be selling consists of: 2005 Goats do Roam Red; 2006 Goats do Roam White; 2005 Goats do Roam in Villages Red; 2005 Goats do Roam in Villages White; 2005 Goat Roti; 2006 Goat Door; 2005 Bored Doe; and 2005 The Goatfather.