Fish Hoek wines roll out to independents

Tesco has been stocking two of the six wines in the range since last August, but later this summer Fish Hoek will also be listed in Thresher off-licences and by Spar and Budgens.

Booker cash and carry will also stock the brand, which will be available to its Premier independent retailers. CE is also negotiating with other retailers.

Fish Hoek only came into the CE portfolio with this year's acquisition of the South African producer Flagstone, where winemaker Bruce Jack had created the brand with the 2004 vintage.

CE plans to use Fish Hoek as the mid-level brand in its South African portfolio, trading consumers up from Kumala, which has an RRP of £5.69.

The Flagstone range of wines will be the company's flagship South African wine.

CE marketing manager Nicola Pearson said 61% of South African wines in the UK sold for £3 to £4, with just 5% selling above £5, compared with 11% for Australian wines and 21% for French wines.

The Fish Hoek range carries a recommended retail price of £6.19. “We feel there is a big opportunity to drive value. We want to trade people up and bring in new consumers,” Pearson said.

CE and Bruce Jack have gone down the single varietal route for Fish Hoek, comprising a Chenin Blanc, Sauvignon Blanc, Pinotage Rosé, Pinotage, Shiraz and Merlot.

Press advertising will support the national rollout in lifestyle magazines and newspaper weekend supplements from the end of July and through August and September.