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56 Hundred wines extend Nederburg UK range

Developed specifically to target UK consumers, Distell has launched 56 Hundred, an extension to its premium Nederburg wine portfolio.

Available through the UK grocery channel from late August 2014, the new 56 Hundred line consists initially of a white Pinot Grigio and red Pinot Noir. The wine styles were selected based on popularity and demand for these grape varietals in the UK.

While targeting existing drinkers of Nederburg wines, 56 Hundred also aims to recruit new consumers to the South African wine category by offering a high quality proposition at an affordable price point. 

Distell’s international marketing manager for wine in the UK and Europe, Rachel Hawes, explains: “The new wines have been developed to honour Nederburg’s forefather Philippus Wolvaart, and have been carefully crafted to mirror his pioneering spirit, patience and care.”

The company’s original winemaster, Philippus Wolvaart invested 5,600 guilders for the land he was to name Nederburg in 1791.

Hawes continues: “Pinot Noir and Pinot Grigio are two of the UK’s favourite wines and we wanted to ensure Nederburg wine drinkers could access these popular varieties from a brand they know and trust.  We hope to see existing Nederburg consumers expand their repertoire and invite new drinkers to explore 56 Hundred.”

Developed under the direction of award-winning cellarmaster Razvan Macici, the Pinot Grigio is described as a crisp wine with a touch of fruit and a fresh, lingering finish, while the Pinot Noir is a soft textured, light and fruity red wine bursting with strawberries and cherry flavours, laced with spice.

Distell is Africa’s leading producer of wines, spirits, ciders and RTDs, with a portfolio of almost 100 brands. In September 2014, the company announced the reorganisation of the marketing of its premium wine brands under the new umbrella Distell Vineyards & Estates (DVE). Under new chief executive Carina Gous, the company intends to at least triple its value share of the UK’s premium South African wine sector over the next three years.

16 September 2014 - David Longfield