Deal creates scholarship

16 November, 2007

Emporia Brands has teamed up with Wine Rack to revamp the retailer's

spirits offering with 11 new premium products.

The

partnership includes the launch of a scholarship programme for nine top Wine Rack managers to visit the distilleries where the products are made. Candidates will be judged on their contribution to the sales and marketing of the brand.

The spirits covered in the deal are Cape North Vodka, Saffron Gin, Casco Viejo Tequila Blanco and Joven, La Mauny Rhum Agricole, Comte de Lauvia VSOP Armagnac, African Spear Brandy, Nardini Grappa Blanco, Gabriel Boudier Crème de Cassis and Framboises de Dijon, and Absente Absinthe.

A team of educators from Emporia will be visiting every Wine Rack store in the coming months to carry out tastings and to ensure managers are fully briefed on each of the products.

"The goal is to create a team of experts within Wine Rack who can advise and enthuse their colleagues," a spokesman said.

The first training visit in the scholarship scheme will be to the Cape North distillery in Sweden in January, followed later in the year by the other brands, including Casco Viejo tequila in Mexico, La Mauny Rhum in Martinique and KWV's brandy distillery in South Africa.




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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
total a

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