South African producer Fairview is looking beyond its usual puns on famous French wine regions to launch a new premium brand.
The company, previously responsible for brands such as Goat Roti and Goats Do Roam, will launch a more serious offering into Waitrose next month.
It believes its new £8.99 Fairview SMV brand - a blend of popular Rhône varieties Shiraz, Mourvedre and Viognier - will prove to be on a “similar quality platform” to other wines from the region. Jeremy Borg, export sales manager at Fairview, said: “This is a richer, more luxurious wine than the other wines within the Fairview range.
“It is a higher quality and uses the grape varieties of the Rhône because they are also our strong suit.”
The company, previously responsible for brands such as Goat Roti and Goats Do Roam, will launch a more serious offering into Waitrose next month.
It believes its new £8.99 Fairview SMV brand - a blend of popular Rhône varieties Shiraz, Mourvedre and Viognier - will prove to be on a “similar quality platform” to other wines from the region. Jeremy Borg, export sales manager at Fairview, said: “This is a richer, more luxurious wine than the other wines within the Fairview range.
“It is a higher quality and uses the grape varieties of the Rhône because they are also our strong suit.”
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