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Global Brands launches premium wine division

Published:  24 May, 2010

Global Brands has announced the launch of a new premium wines division just weeks after its acquisition of premium drinks agency Inspirit Brands.

It has added Adoro wine from South Africa and the Marilyn Merlot collection from Bordeaux to its expanding portfolio which also manages brands across the RTD, premium spirits, soft drinks and beer categories.

Marilyn Merlot is produced exclusively from the finest Merlot grapes and sourced from the Premieres Cotes region of Bordeaux. Adoro wine uses grapes sourced from specific areas across the Western Cape of South Africa blended together to create a signature wine.

Newly appointed head of wine development, Richard Wilson, said: "Marilyn Merlot and Adoro wines ooze quality, and position Global Brands as a provider of niche, sophisticated wine brands that are well respected within the industry. Although the premium wines portfolio is still in the early stages, we've had a fantastic response from our target retailers, which includes high-end independent wine merchants, hotels and restaurants.

"The Adoro collection has recently been commended at the prestigious International Wine Challenge, reinforcing the brand's proposition of artisan wine making at its best."

Global Brands will distribute Adoro wine on its first entry into the UK market, following a joint venture with Intra International Trading in South Africa.