Pernod bolsters St Hugo range

Australian wine brand St Hugo has brought out a pair of new wines this month, described as its “ultimate expression”.

St Hugo Vetus Purum Coonawarra Cabernet Sauvignon 2010Called Vetus Purum, or “ancient pure”, the new range features a Coonawarra Cabernet Sauvignon and a single vineyard Barossa Shiraz, both launching with the 2010 vintage.

The Latin motto comes from the family crest of Gramp & Sons, after whose former managing director the Pernod Ricard-owned brand is named. “Vetus” refers to the 200 million year old soils of the Barossa Valley, while “Purum” highlights the terroir of Coonawarra, which is cooled by Antarctic winds.

“These have been incredibly special wines to make, and I took great care to follow Hugo’s guidance by selecting only the finest fruit from ancient and pure terroir,” said St Hugo Wines’ chief winemaker, Sam Kurtz.

“I truly believe that with Vetus Purum we have arrived at the purest expression of Coonawarra Cabernet Sauvignon, and a single-vineyard Shiraz of the quality that can only be achieved in the Barossa’s ancient soils.”

Launching initially in Australia duty free, Vetus Purum will roll out to Hong Kong in July and “selected” Asian airports in August before arriving in China and the US toward the end of the year.

With both wines carrying an RRP of AU$188 (£105), this distribution strategy reflects the success that a number of Australian brands have enjoyed with their higher priced wines in Asian markets, despite the recent negative impact of Chinese austerity measures.

Likewise, figures released yesterday by Wine Australia for the 12 months to the end of March 2014 showed rising demand from US consumers for the country’s higher priced wines, with the average value of Australian exports to this market rising by 15%.

Last year saw the St Hugo brand separate from the Jacob’s Creek portfolio in order to support Pernod Ricard’s aim to achieve a more prestigious positioning for the St Hugo range.

Leave a Reply

Your email address will not be published. Required fields are marked *

Subscribe to our newsletters

Sales Executive

Elixir Distillers
Home or Office based with International Travel, UK

London Sales Account Manager

Negociants UK Ltd
London, UK

Awards Wine Checker

Decanter
Paddock Wood, Kent, GB

Customer Service Advisor

Amathus Drinks
Park Royal, London, UK

Sales Manager

James Eadie Ltd
London, UK

Wine Ambassador Role

Ramón Bilbao UK
London, UK

Fine Wine Logistics Coordinator

IG Wines
London, UK

Sales Manager

Top Selection
London, UK

Assistant Retail Manager

The Whisky Exchange
London, UK

Marketing Manager

Ellis Wines
Hanworth, Middx, GB

The Global Spirits Masters Lunch

London,United Kingdom
1st Dec 2017

Pink Rosé Festival

Cannes,France
7th Feb 2018

International Bulk Wine and Spirits Show

London,United Kingdom
26th Feb 2018
Click to view more

Champagne Masters 2017

The only Champagne blind tasting in the UK, the competition will reward the best wines in the following categories:

The Global Rosé Masters 2017

With wines from the palest of pink to almost ruby red, bone dry to almost cloyingly sweet, reductively handled to barrel-aged, as well as gently spritzy to fully sparkling.

Click to view more