10 International

13 July, 2007

The Lodge, Guildford Road, Effingham

Surrey KT24 5PE

T: 01372 454910

M: 07904 479998

W: 10international.com

Established: 2006

Turnover: £5 million (estimate for 2008)

Marketing and promotional spend 2007-8: £200,000

Brands: Pink Elephant, DFJ (Portugal), Altoro, Darien, Irius (Spain)

Off-trade split: 80 per cent

Europe/New World split: 80/20

Key personnel: Bill Rolfe, director; Toby Hancock, director; Liz Wells, trainee winemaker

Former United Wineries directors Bill Rolfe and Toby Hancock formed 10 International in 2006, and teamed up with D &F wine shippers to launch flagship Portuguese rosé Pink Elephant, designed specifically to go with spicy food, in January. The agency also launched Spanish brand Altoro, made by a consortium of seven bodegas in seven Spanish DOs, which will roll out to a wider market in the next year. Rolfe says the team, which includes a trainee winemaker, is growing and he hopes to make use particularly of "word of mouth marketing" to promote his brands.




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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 – which makes it especially galling that we spend so much time divided over it.

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