Cellar Door disbanded in shake-up

07 March, 2008

Constellation has dropped 22 New World brands in a shake-up of its premium wine

portfolio.

From April 1

Cellar Door - Constellation's New World

premium wine division - will no longer exist. Californian brands Franciscan and Mount V eeder are among those

dropped from UK distribution , while some former Cellar Door brands have been moved to other parts of the business.

Cellar Door will be replaced with a new division, Premium Wine Estates, which will represent 13 wineries, including the Canadian Inniskillin Estate.

Simon Thorpe MW, vice-president of Premium Wine Estates, said: "We had 35 premium wineries that were growing and we came to the conclusion that we really couldn't do justice to all of those in the UK and mainland Europe.

"We pared it down to 13. They are the special ones - the best quality wines and representative ranges."

The restructure will also enable Constellation to give "a greater level of support and focus

to each winery", Thorpe added.

The move follows the acquisition of South African-based producer Flagstone, which

joins Australia's Barossa Valley Estates, California's Ravenswood, and Chile's Veramonte in the new

line-up.

It is hoped that Premium Wine Estates will encompass

European brands in the future, according to Thorpe. "One of our challenges is making our portfolio less New World biased," he said.

Constellation is giving Echo Falls' shelf-ready packaging and 3-litre boxes a new look, which it plans to unveil in the next few weeks.

The redesign will be launched with a 5 million marketing campaign. The company is also using lighter-weight glass for the brand.




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