PLB

27 March, 2009

Dorset House,

High Street

East Grinstead,

West Sussex

RH19 3DE

T: 01342 318282

W: plb.co.uk

Established: 1982

Turnover: 78 million

Brands: El Gaitero

Off-trade split: 90%

Newest and upcoming innovations: El Gaitero brand manager Martin Howe: "Further premiumisation of the larger bottle to add value - for example cider mimicking wine presentation in both packaging and colour, extending its reach into predominantly wine

drinkers' repertoires. This helps to suggest that there are even more occasions to drink cider, and blurs the boundaries between a long-drink wine

and a long-drink cider."

Biggest challenge for 2009: "The biggest challenge for this year is that supermarkets will continue to demand that suppliers bring and deliver NPD. To maintain future growth in the cider category, the question should be challenged back to the supermarkets. They know their own consumer better than anyone and they have the opportunity to work more closely with the supplier

and deliver the right concept that is consumer-driven - reducing the high cost levels of NPD in this current climate."




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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