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Spier pulls wine out of supermarkets - Claire Hu

Published:  09 November, 2009

South African producer Spier is pulling out of supermarkets in favour of a push into the on-trade.

The change in strategy will include the introduction of an extended premium range, with the brand withdrawn from the multiple grocer channel in early 2010. It will still be available in the independent and wholesale sectors.

Spier sales director Eve Jell said: "We see the on-trade as a real area of opportunity for South Africa and Spier, and are committed to growing our brand in this channel."

The new on-trade portfolio will be composed of five tiers: the award-winning premium positioned Private Collection; Creative Block; Vintage Selection and Signature labels and the easy-drinking Colours range.

The introduction of the new portfolio and move into the on-trade will be supported by a number of brand activities and initiatives designed to secure listings and establish Spier as an on-trade specific brand.