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United Wineries to create lifestyle brand

United Wineries has announced plans to bring many of its wines under a single lifestyle brand umbrella – Hacienda Zorita.

The aim of the rebrand, according to United Wineries communications manager James Craig Wood, is to “simplify the range and place various brands under one big lifestyle brand, incorporating wine, food and leisure”.

Wine brands including Durius will now fall under the Hacienda Zorita brand, which is essentially a five-star wine resort in Salamanca.

“The rebrand gives the products higher visibility and more opportunities for consumers to sample them,” said Craig-Wood, who was speaking to the drinks business at the rebranded River Café under the company’s offices at Broken Wharf on the banks of the Thames in London.

The various cheeses and meats sold at the venue will also fall under the Hacienda Zorita brand.

The company hopes the rebranding will be completed by the start of its next fiscal year on 1 October.

Alan Lodge, 14.06.2011

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