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Distell plans to triple value share of UK's premium South African wine category

Published:  09 September, 2014

Distell Vineyards and Estates (DVE), the premium wine division of South Africa's largest wine producer Distell, has pledged to over triple its value share of the South African premium wine sector in the UK in the next three years.

Carina Gous, the newly appointed chief executive of DVE said:  "The UK remains the single most important market globally in terms of positioning premium brands. It's a market with a burgeoning culinary scene which is exactly where our wines have great success."

Carina Gous, chief executive officer of Distell Vineyards and EstatesCarina GousCarina Gous, chief executive of Distell Vineyards and Estates

Gous was the business director of Cape Legends, the premium wine portfolio of Distell which is now part of the DVE portfolio, and is well versed in South Africa's premium wine market.

According the market research firm Nielsen, South African premium wine sales at above £5, account for 14% of the total sales of South African wine sold in the UK and it is growing at 23% per year.

Plaisir del Merle property is one of the many jewels of the Cape Legends crown now focusing on the overall consumer experience.

Gous is an advocate of the current focus and activity surrounding the premiumisation of South African wine. Other leaders, such as Distell's own managing director Richard Rushton and Mike Ratcliffe managing director of Warwick Wine Estate, in the South African wine trade have been advocating strongly for the premiumisation of South African wines.

"We view our role as leading the premium wine conversation from South Africa, in a considered and responsible manner to benefit Brand South Africa's wine positioning," Gous said.

To help reach the ambitious growth targets DVE is set to focus on the on-trade and independent merchants. Gous said: "Our growth target is ambitious but I believe that we can achieve it by continuing to invest in on-trade and independent merchants and putting more feet on the ground to spread the word."

Several of the Cape Legends' brands as well as Carina will be at the Wines of the Beautiful South Tasting on table 206-207 that starts tomorrow and runs until September 11 at London's Olympia.