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19 February, 2010

Chile’s VIA Wines has appointed Hallgarten Druitt to handle its Oveja Negra brand.

The packaging for the Reserva, single vineyard and Lost Barrel ranges has been overhauled in a bid to mark out an ethos of innovation and difference. The name Oveja Negra means “black sheep” and the brand line-up includes unusual blends such as Sauvignon Blanc/Carmenere.

Jim Wilson, agency marketing director for Hallgarten, said: “2009 has shown that Chile can continue to perform well in tough trading conditions.

“The new additions add to an already sound Latin portfolio and will give us a South American range to rival the best.” Hallgarten will work with Mark Halliwell, VIA’s own business development manager for the UK and Ireland.




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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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