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Thursday 28 August 2014

I ♥ brand continues to grow

10th April, 2012 by Martin Crummy

Copestick Murray has sourced some I ♥ brand varieties from Europe, as the company continues to grow after successful launches in the US and UK.

Successful launches in March 2011 in the US with Fresh and Easy and a UK launch in August 2011, has resulted in the expansion.

The product was also launched in Australia this year meaning that in one year it has gained distribution in three continents and there is already some very firm interest from Asia.

Copestick Murray is now working with two new wineries on this project, Bodegas Virgen del Aguila in Carinena, Spain and Cremale Recas from Timisoara in Romania. Delicato supplies the US product and Blaxland supplies the Australian wines.

The range now consists of a Pinot Grigio, Chardonnay, Sauvignon, rosé, Merlot, Shiraz and Cabernet. A Pinot Noir, Cabernet Sauvignon and sparkling Moscato will be added this year.

Current European stockists are Budgens, Londis, Nisa, Costcutter, Parfetts, Spar, Wine Rack, Sandhams, Venus, Barrels and Bottles, Temple Wines, Inn Express, JJ Le Seur and Victor Hugo in the Channel Islands Calais Wine Superstore.

Rachel Archer, I ♥ brand manager and founder, said: “The I ♥ brand has sold way above ours and our customers expectations. Many retailers are going for the ‘Ronseal’ approach which is fine in its own way, however the I ♥ brand seems to capture people’s imagination.

“It is fun but not irreverent and inspires the consumer to try new wines as well as buy their tried and trusted favourites. It also seems to be attracting younger customers and is putting passion back into wine buying. Our sourcing team are doing a great job to ensure the wines are great quality and value.”

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