I Heart Wine close to hitting 1 million case sales around the world

By Richard Siddle

Published: 26 March, 2014

Copestick Murray's I Heart brand is closing to hitting 1 million 9 litre case sales around the world.

Speaking at this week's ProWein, Robin Copestick of brand owner Copestick Murray, said it was doing 600,000 9 litre cases in the UK and 300,000 for the rest of the world. It is now being distributed in 16 countries around the world thanks largely to the investment of its major shareholder, the German sparkling wine giant, Henkell, which owns 20 distribution centres around the world.

"They have helped really push it along quickly in international markets," said Copestick. "I don't see why any country in the world could not make a success with I Heart."

He was particularly optimistic about the brand's opportunity in the United States where the sales potential is "massive" said Copestick.

Copestick Murray is also using the Henkell-owned Hungarian winery, Torley, to make 60% of the I Heart wines, which is helping to bring consistency to the range, with the help of winemaker Jo Ahearne MW. "That has helped the brand enormously. We wanted to find a home for the brand so that if a buyer from anywhere in the world wants to go and see where and how it is made they can go to Torley," added Copestick.

Tesco is set to introduce a new Pinot Noir varietal to the 12 strong range in July, said brand manager Rachel Archer.

Copestick Murray will continue to support the I Heart brands with above the line advertising including targeted sponsorship activity like supporting the Q or NME awards and music festiavls which position the brand as being a "cool" and "alternative" wine brand. "We are not looking to get recommendations by the wine critics in their columns as that is not where our consumers will be reading about the brand," said Archer.

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