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Premium New Zealand wine commerce site launches in UK

Published:  27 May, 2014

Top New Zealand wine expert Melanie Brown is launching an e-commerce site dedicated to over 160 premium New Zealand wines for the UK market.

New Zealand Cellar launches next week.New Zealand wine expert Melanie BrownNew Zealand wine expert Melanie Brown is bringing premium, boutique New Zealand producers to the UK market with her new e-commerce site

Brown, who develops New Zealand chef Peter Gordon's wine list for his London restaurant Providores, told she was hoping to show UK consumers there "really is more to New Zealand wine than bulk-produced Sauvignon Blanc".

"I am all about supporting the smaller producers and showcasing the people and the vineyards who really have the passion and drive to make premium NZ wine a success."

The New Zealand Cellar is due to go live next week, with 160 wines from 56 different estates in New Zealand.

"During my time at Providores I became increasingly aware that it was difficult to find premium New Zealand wines within the UK. Premium New Zealand wine is something I've always loved to see and watch grow, but it's been hard for it to gain momentum without one person behind it."

Wines will be priced between £9 and £90. Brown told that the "amount of support has been phenomenal and quite overwhelming". She said a further dozen wineries are already waiting to be added to the list over the next six months.

She is putting a lot of emphasis into exposing consumers to mixed cases offering regional, sub-regional and varietal differences. There will be 12 bottle cases showing Sauvignon Blanc or Pinot Noir available, which Brown says will "highlight what more we can do".

"Sauvignon Blanc is such an iconic varietal and New Zealand makes some phenomenal examples. It will always be successful but we're gaining momentum in other ways through Pinot Noir and Chardonnay too."

Delivery will be free on orders over £150, but under that customers will be charged a flat fee of £9.99.

Brown works closely with New Zealand Winegrowers and is hosting an official launch on June 30 at New Zealand House in London.