Devil's Rock Riesling goes global

Published: 23 July, 2008

German brand Devil's Rock is to expand, with a new umbrella brand called the Private Collection.

The company behind Devil's Rock, Binderer St Ursula, has teamed up with UK importer Thierry's for the Private Collection, which comprises three Rieslings from the Old and New Worlds: Mosel-Saar-Ruwer from Germany, Marlborough from New Zealand, and Clare Valley

from Australia.

The three wines, all bottled under screwcap, will each retail for 6.99, and will be available from June this year.

There are plans to add Rieslings from other wine regions, including the US, to the Private Collection.

Thierry's MD Peter Darbyshire said: It's wonderful to be working with Peter Binderer and his family on this exciting new Devil's Rock project - a new way of tempting the consumer to try wines they might otherwise be reluctant to buy for the first time.

It will enable consumers to experiment by making Riesling more accessible, with a fresh and modern presentation, and also provide a reassuring umbrella brand. The concept researched very well in focus groups and we look forward to getting the product on the shelves.'

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