Graham Norton's Convivial deal

By Jo Gilbert

Published: 28 February, 2017

Super-supplier Conviviality has taken over the distribution of Graham Norton Wines made by New Zealand producer Invivo, to expand the celebrity-backed wine's reach to the UK

Super-supplier Conviviality has taken over the distribution of Graham Norton Wines made by New Zealand producer Invivo, to expand the celebrity-backed wine's reach to the UK.

From March 1, the Graham Norton range will be available to the on-trade via Matthew Clark and multiple retailers via PLB. Invivo began collaborating with the TV personality following a few years ago after supplying wine to Norton's notoriously boozy talkshow.

The first vintage was 2014, beginning with a Sauvignon Blanc, which now sells in five countries worldwide. The "GN" range has since expanded to include a Shiraz and a Rosé. Invivo, meanwhile, is the Southern Hemisphere's first equity crowdfunded winery.

Launched in the middle of the financial crisis in 2008, Invivo Wines was co-founded by childhood friends Tim Lightbourne and winemaker Rob Cameron. The winery grew from humble beginnings, with Lightbourne and Cameron driving door-to-door across the country - an exercise which was to gain them their first national listing.

They currently have vineyards in Central Otago, Marlborough and Gisborne, having broken the record for a New Zealand-based equity campaign of the time.

Andrew Shaw, Group Buying Director for Conviviality said: "The wines have already had significant success in the UK and we are looking forward to building on this through the various channels.

"The Graham Norton wines offer excellent quality alongside a great brand proposition and we are looking forward to maximising the opportunities this presents us with."

Graham's wines have had particular success in his homeland, where they won the award for the most successful consumer launch in Ireland in 2016.

Graham Norton Wines joined the ranks of other celeb-endorsed wines when the label began in 2014. But the team insist that Graham is more than just a famous face. Each vintage, Graham - who is a shareholder in the company - reportedly takes part in the blending process by helping to select his blend from various tank samples. This is filmed and released to the public with the wine.

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