ALLIED ADDS GRAFFIGNA

Published: 23 July, 2008

Allied Domecq Spirits & Wine (UK) Ltd (ADUK) has announced that it is to consolidate the recently acquired Argentine wine brand Bodegas y Vinedos Graffigna Limitada SA (Graffigna') into its UK distribution network. Graffigna has transferred from current UK agents Charles Hawkins to ADUK's portfolio, which includes Mendoza-based Argentine producer Bodegas Balbi. The move means that Graffigna will benefit not only from ADUK's distribution network, but also from its marketing expertise and the premium associations offered by other members of the brand portfolio. Peter Ayling, ADUK wine business development director, said: The move to further consolidate the group's wine portfolio is a natural step for us to take - one that fits into our plans of building a credible and sustainable wine business here in the UK.' Graffigna's UK positioning and distribution platform, developed by current UK agents Charles Hawkins, sits well alongside that of Bodegas Balbi and will serve to make ADUK a major player in the growing Argentine wine market. Charles Hawkins said: Although we are sad to let Graffigna go after considerable efforts in building the brand into a substantial player on the UK market, I can see the long-term reasons for taking this step and I wish ADUK all the best in the future.'

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