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Wine range that doesn’t Costco the earth


South African producer Stark-Condé has a new range of wines in the UK – Bellow’s Rock – exclusively, and rather unusually, through Costco UK.

Consisting of three wines, they are sold a mixed red six-pack case for £23. This unusual route to market offers unrivalled value for the end consumer as a result of Costco UK’s unique business model and low margin approach. Costco UK membership is open not only to business customers but also to the general public making Bellow’s Rock accessible to both the on- and off-trade.

Sourced from premium vineyard sites in Paarl and Stellenbosch, the range features classic South African red varietals Cabernet Sauvignon, Shiraz and Pinotage. The 2008 Cabernet Sauvignon is a blend of grapes from Paarl and Stellenbosch with 50 per cent of the wine aged in American oak for 10 months.

The 2008 Shiraz is co-fermented with 3 per cent Viognier; 40 per cent of the wines is aged in French and American oak for a period of 6 months. Rounding out the Bellow’s Rock range is the 2008 Pinotage which was co-fermented with 3 per cent Viognier to add floral notes, lifted aromatics and supple tannins.

Commenting on the new range, Stark-Condé chief winemaker Jose Condé said: “The Bellow’s Rock range offers fantastic value to the consumer and Costco’s unique business model allows us to offer a range of premium quality South African wines at an extremely competitive price point. In the mainstream retail channel the Bellow’s Rock range would have an RRP of around £7.49, so the range represents outstanding value as a mixed six-pack case offer.”

Costco has 21 warehouse locations in the UK with a membership base of over 350,000, which accounts for more than one million shoppers annually. Membership is available to the general public at an annual subscription fee of £25.

 

 

December 09

 

 

1 December 2009 - Felicity Murray