Identifying the opportunity to grow South African Wines in the UK, market-driven distributor Beyond Wines adds wines from Overhex to its portfolio.
A brand owner and producer based in Worcester in the Western Cape at the forefront of new winemaking techniques, Overhex will partner with Beyond Wines as its distributor in the UK for its brands. Each brand suits different pricing segments and consumer profiles, helping Beyond Wines to fulfil its ethos: to make quality wines accessible to drinkers who enjoy wine but don’t know a lot about it.
SURVIVOR
This highly acclaimed, super premium range speaks to refined palates. It pays homage to the story of SURVIVOR, a fearless cow who fell off a cattle truck and, many years later, now lives in the vineyards with her 11 calves. The range features beautifully crafted wines from the Elgin Valley, Swartland and Stellenbosch, featuring South African classics Chenin Blanc and Pinotage amongst others. Working with famed cellar master Pierre Wahl, the range is expanding and ever improving under the dutiful eye of the ‘Pope of Pinotage’. RRP from £15.
The Mooring
A premium range sourced from vineyards along the Cape of Storm’s infamous shipwrecked coastline, each hand-illustrated label tells the story of a ship that never made its mooring in the Cape. Starting from £10 RRP, the minerally Sauvignon Blanc and spiced berry Syrah Grenache are already available to consumers through Adnams, with more retailers coming soon.
Balance
Offering a wide range of wine styles at different price points, Balance serves consumers that expect great value; they are best enjoyed on their own or paired with food and friendship. Partnered with the Elephant Human Relations Aid programme in Namibia, as consumers enjoy nature’s bounty, they can also give back. RRP from £7.
Co-Founder of Liquid Diamond and Beyond Wines, Alex Green, comments: “We predict a renaissance for South African wines in the UK with producers such as Overhex bringing fresh ideas to reinvigorate sales. Our partnership enables us to offer quality wines across a broad range of styles from one composite supplier, to jointly drive interest in the South African Wine category.”
Co-Founder of Liquid Diamond and Beyond Wines, Matt Johnson, comments: “As well as using values to engage shoppers, brand story is incredibly powerful when it comes to building a loyal customer base. We see huge potential for excellent brands with character. Overhex wines have the stories and the credibility to interest consumers and are backed by production scale to supply large retailers and hospitality outlets. These brands will be particularly important additions to our portfolio as we see renewed interest in New World wines in our post-Brexit landscape.”
Lise Ewins, sales & marketing director at Overhex, comments: “Beyond Wines has an innovative approach to wine trade, pairing strong connections in the retail and on-trade in the UK with an appreciation of using brands to appeal to consumers. This is not a combination often found and, together with the team’s expertise on navigating Brexit, will help us to secure a firm footing in Britain and redefine how Brits view South African wine.”
Read More: Beyond Wines introduces British consumers to a raft of wines from the Cape – Retail Times
