Range extension for Three Barrels
Published:  05 October, 2007

First Drinks Brands has added an XO 15 Year Old brandy to

Three Barrels .

The launch

is backed by PR activity and in-store campaigns nationwide,

focusing on the brand's French heritage. More than 100,000 consumers will

be targeted by a direct mail drop featuring a message from master blender Bertrand Auriol.

Brand manager Mark Collins said: "Made from a blend of only the finest wines selected from France's premier regions,

XO 15 Year Old has received strong

consumer endorsement

in pre-launch trials as a premium offering at an attractive price."




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

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