Wine Fusion to create new brands

Published: 16 July, 2012

Private label wine firm the Wine Fusion, which recently acquired Pig in a Poke and Edition Wines, is planning to ramp up its service to UK customers, create more brands and expand overseas.

Alistair Morrell, former owner of Pig in a Poke Wines and director at the Wine Fusion, told Harpers the company would reach £5 million in turnover this year, after starting "from nothing" four years ago.

It has started working with renowned artist and card maker Edward Monkton in developing a new brand.

When it comes to suppliers, Morrell said the "gene pool is shrinking" and there was a "great opportunity for new life". Associate director Graham Knox of South Africa's Township winery said the Wine Fusion's main point of difference was "we study the market, ask 'what do people want', then figure out what will work".

The firm carries out European - mostly UK - based packing, which Knox says allows it to sell its wine at "£2 to £3 less per unit than an almost identical wine".

Around 40% of the Wine Fusion's offering comes from South Africa, and the directors are determined to reinvigorate the UK trade about its wines. It has just signed a 12-month supply deal with Aldi for its Unity Merlot 2011, which by the end of the full year "will be worth a little less than 10% of the total UK Fairtrade wine market", said Knox. It also lists wines from, New Zealand, California, Italy, Spain and France.

It is looking to boost sales in the multiples - especially convenience sectors - and Morrell believes there is an opportunity when it comes to in-store theatre. "You've got to engage the customer at the point of decision making, and you've got to lodge in their mind enough so they'll buy again."

It is also considering expanding into Scandinavia.

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