Spier pulls out of multiples

South African producer Spier is pulling out of multiple retailers, saying they are "detrimental to the long-term ambitions of the brand."

"We were struggling to gain listings in the on-trade and independent sector whilst still having a presence in multiple grocers," said Spier sales director Eve Jell.
"That is not to say that the multiple channel is not important, it is just not the right fit for Spier. We are developing our Savanah brand as a viable alternate proposition as it is a brand that is more suited to the mechanics, structure and demands of the multiple grocer channel."

He said on other global markets and domestically the Spier brand was positioned at the premium end of the market and the UK was an exception, with Spier positioned as a more accessibly priced, large volume brand. "This is at odds with our overall brand positioning and what the Spier brand represents," said Jell.

A new on-trade portfolio will be composed of five tiers: the Private Collection, Creative Block, Vintage Selection, Signature labels and Colours range.

The introduction of the portfolio and push into the on-trade will be supported by a number of brand activities and initiatives designed to secure listings.

• Sommeliers