By Amy Looker

Clifford Bay Wines will join its fellow Vavasour Wines brands in the Déjà vu Wines portfolio when the company takes over the Australian distribution of the Marlborough-based winery later this year.

The move follows a decision to streamline the Australian distribution of the Clifford Bay and Pebble Row brands from the current state-based distribution arrangement.

Déjà vu Wines will assume responsibility for the brands from the beginning of September, with the exception of NSW and ACT, which will come under the Déjà vu umbrella in October.

“The decision was essentially based on the strategic need to access a national distribution network for the Clifford Bay and Pebble Row brands, provide us with a simplified distribution platform in the Australian market and bring all of our brands under the one umbrella,” Vavasour Wines’ Australian market representative, David Stevenson, told The Shout.

“Australia is a key market not just for our brands, but for New Zealand wine in general. We felt these changes were essential to position ourselves for continued sustainable growth and building brand equity, in what continues to be a competitive and challenging marketplace.”

The change in distribution will be accompanied with a refreshed brand packaging for the 2010 vintage releases and also the launch of a Clifford Bay Marlborough Pinot Gris. The new vintage releases are due in the Australian market from September.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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