Broadlands Winery has launched a range of South African wines that it is selling direct to UK farmers.
The two Sodbuster wines – named after a colloquial South African term for someone who farms their own land to grow vines – are produced in low volumes and comprise a chardonnay and cabernet sauvignon (rsp: £7.99). They were developed by producer Bolland Cellar in partnership with more than 80 growers in the Paarl Valley to help smaller producers get fair margins.
Bolland Cellar said bypassing traditional routes to market would remove the cost of working with retailers and ensure better value for the end consumers.
UK distributor Broadlands Winery is marketing through outlets that sell direct to farmers - including the NFU website, farm shops, and licensed farmers’ markets - under the tagline ‘Good honest hard work’.
Broadlands also sells niche wines to specialist buyers, including communion wine to churches, fruit wines to garden centres and mulled wines to Christmas fayres.