Broadland secures Australian wine distribution deal for UK retailers

Broadland Wineries has secured a brand and distribution deal which will bring a number of Australian and New Zealand wines to the UK market.

The deal is with Pinnacle Drinks, the exclusive brand supplier to Endeavour Drinks Group, which is the Liquor Division of Australia’s Woolsworths Group.

The partnership brings together a network of global supply relationships, logistics capabilities and expertise in brand building, according to Broadland. The deal includes Pinnacle’s Australian brand, Dorrien Estate in Barossa Valley, while also securing access to Pinnacle’s relationships with Australian and New Zealand wine producers for Broadland branded, private label and own-label wines.

Broadland’s ceo, Paul Shaafsma, said: “UK retailers are constantly searching for way to exceed their customer’s expectations for great quality wines at fantastic prices. This partnership creates a natural stepping stone for us to achieve our ambition of delivering an authentic branded portfolio while guaranteeing our supply of competitively priced Australian and New Zealand quality bulk wine to meet growing demand for own-label and private label wines.”

Lloyd Stephens, general manager international markets at Pinnacle, said: “The UK is a market in which we believe strong Australian and New Zealand brands can be built and value created based on quality and consistency of product. Natural synergies exist between our brand buliding goals and Broadland’s local production capability and desire to grow their portfolio to become a one stop offer for UK customers.”

The official UK launch for the Dorrien Estate will be on 23 January 2018 at the Australia Day trade tasting.

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