Pink Elephant escapes rebranding threat after Portman rejects complaint

23 August, 2007

The Portman Group has told 10 International it will not have to rebrand its Pink Elephant wine after reviewing a complaint from a member of the public.

The complaint centred around a suggestion that the name is a term used to describe drink and drug-induced hallucinations.

The group's independent complaints panel accepted that the wine is designed to be drunk with Asian food and said it was not obviously connected with the drug term.

10 International has also signed a deal with Argentina's Bodega Del Fin Del Mundo to represent its wines.

The supplier will sell noble wines fromáthe Patagonian estate as well as develop a special project wine with owneráJulio Viola, due for launch early next year.

Rolfe described Viola as a "real pioneer in the 90s, turning what was literally a desert into a newly-discovered wine region capable of producing high-quality cool-climate wines of distinction".

Bodega Del Fin Del Mundo wines will be on taste at the Wines of Argentina Annual Trade Tasting on Sept 19 at Lord's Cricket Ground.

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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle ľ which makes it especially galling that we spend so much time divided over it.

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