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New Waddesdon national sales director looks to expand Rothschild wines in the UK

Published:  01 November, 2016

Waddesdon Wine, which imports and markets wines from the Rothschild wineries, has appointed a national sales director as they look to expand the presence of Domaines Barons de Rothschild (DBR Lafite) within the UK off-trade.

Helen Miller joins from E&J Gallo Winery and will be responsible for reinvigorating distribution of its brands and driving sales in the UK off-trade.

Speaking to Harpers, Miller said she was looking to tap into the potential of a number of "sleeping giants" in the South America category.

"We're working with a collaboration of families in Argentina where we produce an entry level Malbec at £13 right the way up to a Cabernet blend at £40. They have really great back stories and it's my role to bring these to the fore.

"It's the same with Chile. Viña Los Vascos has had great traction in the US and other parts of Europe and I'm looking forward to working with new partners to help drive these brands in the UK."

Miller will be heading up a more premium offering in her new role and her focus is now on encouraging accounts to trade-up.

"I'm looking at how our ranges can drive category expansion. There is often a gap on shelves between £12 and £15, which would be our entry-level wines. I will also be looking at driving solutions and encouraging customers to trade up to the £15-20 bracket."

DBR (Lafite) also offer a bespoke wine service with branded labelling options, offering exclusive versions of branded products.

As part of Waddesdon Wine, part of the Rothschild Foundation, Miller will head up a number of DBR (Lafite) branded wines, including wines from Viña Los Vascos in Chile, Bodegas CARO in Argentina, Domaine d'Aussières in Corbières (South of France) and the Légende range from Bordeaux.

She will also have access to wines from Château Lafite Rothschild, Château Duhart-Milon, Château L'Evangile and Château Rieussec.