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The Wine Fusion acquires Edition Wines and Pig in a Poke

Published:  19 June, 2012

The Wine Fusion has acquired Edition Wines and Pig in a Poke, with director Alistair Morrell appointed to its board.

As part of the company restructure Morrell will work alongside existing directors Chris Smith and Andrew Porton, while the Wine Fusion's associate directors - Jon Hesketh in Australia and Graham Knox in South Africa - will remain in place.

Morrell's previous appointments include wine buying manager at Asda and sales director of both Stratford's Wine Agencies and Orbital Wines.

Pig in a Poke, was established by Morrell in 2008 and will take centre stage of the Wine Fusion's offering.

Chris Smith, managing director, said: "Combining these three businesses will create a new force in the market; one is fully committed to putting the consumer first, and will ultimately create better wine and better packaging for wine lovers everywhere."

The Wine Fusion "bespoke"-produces private-label wines in quantities of between 400 and 100,000-plus cases annually per line.

The business has established supply networks around the world, with particular strength in South Africa, Australia, Italy and California.