Stellenbosch-based producer Spier has launched an aggressive push into the on-trade, with the introduction of a restructured and extended premium on-trade portfolio. The change in market strategy will see the brand withdrawn from the multiple grocer channel in early 2010, but still available in the specialist independent and the wholesale sectors.

Spier sales director Eve Jell says: “Historically our UK focus has been on the off-trade. Our strategy moving forward is to concentrate on building the brand in the on-trade, driving value in the Spier brand and continuing to deliver quality South African wines to the UK market.”

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