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Ehrmanns takes Beefsteak Club outside Argentina for the first time

Published:  29 June, 2017

Ehrmanns has added a Tempranillo to its Beefsteak Club portfolio, marking the brand’s first move outside Argentina.

Launched in collaboration with Waitrose, the Beefsteak Club Old Vines Tempranillo is available now from the retailer and comes with an £8.49 price tag.

It joins Ehrmanns’ recently launched Tuna Club Verdejo-Sauvignon Blanc on shelf.

The move to expand the Beefsteak Club portfolio outside Argentina was prompted by the “success” of the brand’s Malbec, which was listed with Waitrose in April 2016, said company director Hugo Campbell, adding plans were in the pipeline to add further additions to the portfolio for both domestic and export markets.

Since launch two years ago, the brand has secured listings with more than 130 outlets, of which 25% are in the export market, he said.

“We have managed, over a short period of time to establish a credible and memorable brand which reflects both provenance and quality with strong links to food, and we continue to see strong traction for the portfolio.”

Sourced from vines over 40 years of age grown in the central Spanish province of Castilla La Mancha, Beefsteak Club Old Vines Tempranillo is made by Ehrmanns’s winemaker Inmaculada Perez at Cooperativa La Paz, one of Ehrmanns’ longest standing producer partners.

Ehrmanns is supporting the launch with a dedicated social media campaign, while Waitrose is promoting the latest addition as part of a ‘Thank You Teacher’ campaign running now until 26 July.

In addition, a new Beefsteak Club website is set for imminent launch to further promote the entire portfolio.