Grape Benefits
Illawarra Mercury
Thursday June 3, 1999
Wine giant BRL Hardy Ltd said yesterday it was poised to ramp up its market share in the United States after signing an exclusive arrangement with North American wine importer Banfi Vintners to distribute its new Stonehaven label.
Banfi Vintners brings in 19 per cent of all imported wines to the US, boasting more than 200 distributors across the country and a sales and marketing force of 80.
The company also makes top-class wines in its Castello Banfi winery in Italy's Tuscany region.
BRL managing director Stephen Millar said BRL's own sales, projected at 300,000 cases to the US this year, would more than double over the next few years.
And he said Banfi had the potential to match those sales levels with the new Stonehaven brand.
Mr Millar said the Stonehaven range would sell in the US at premium, super-premium and ultra-premium price points.
The wines were due to be released early next year.
``BRL Hardy has a US sales team of around 20 and when you combine that with Banfi's national sales force, we now have the resources in place to achieve significant market share for our wines in the US market," Mr Millar said.
BRL's 10,000 tonne capacity Stonehaven winery is located at Padthaway in South Australia's south-east.
The company's vineyards in Padthaway, Wrattonbully, Coonawarra and Elgin Valley supply grapes from the Limestone Coast region to the Stonehaven winery.
Mr Millar said BRL was committed to driving its Hardys and Banrock Station brands through its own US distribution company while Banfi would promote the Stonehaven brand.
Shares in BRL shed 20 cents, or three per cent, for a close of $6.20 on moderate trade while the broader market was slightly weaker.
© 1999 Illawarra Mercury