Riding the crest of a wave Percy Fox & Co Templefields House River Way Harlow Essex CM20 2EA Tel: 01279 633542 Fax: 01279 633827 E-mail: percyfox@udv.co.uk Key CONTACTS Agency director Simon Lawson Marketing manager Mark Fells Trade marketing manager Nadege Harrison Trade sector manager, multiple off trade Les Williams Trade sector manager, independent off trade John Hearn key brands · Blossom Hill · Rosemount · Glen Ellen · Two Oceans · Champagne Pommery · Michael Lynch · Domain La Chevalière · Domain Laroche One of the emerging brands in the UK wine market, Two Oceans, produced by South African Wine Cellars and distributed by Percy Fox & Co, is riding the crest of a New World wave. With imports to the UK up 400% in the past 12 months, it could end up rocking the boat in the competitive waters around the entry level price meridian. Its ambition is simple ­ to become the biggest selling South African wine within five years. Fathoming the market "To achieve the required growth we will be investing in a broad range of marketing activities which will, once the brand is established in the high street, include consumer advertising," says Nadege Harrison, brand manager at UK agent Percy Fox & Co. She already claims significant customer loyalty for Two Oceans which offers good value entry point wines ­ the Cape Confluence label has a rsp of £3.99 ­ with a distinct South African style and eye-catching packaging, giving strong on-shelf presence. "Our recorded rate of sale shows that the Two Oceans brand has been well received by both the store buyers and consumers," says Harrison. "We believe that we have achieved an excellent price to quality ratio, which is reflected in repeat purchasing, and increased consumer confidence. "Listings in the last year have grown to include some of the biggest convenience stores and cash and carries serving the independent sector which gives us a good spread of distribution throughout the country." A UK perspective The Two Oceans brand, which already has an international track record, benefits from a well-structured and energetic principal which understands the complexities of global brand development. It also has a UK base ­ a key factor in maximising distribution and gaining a perspective on the market. Originating from the Cape Coastal region, Two Oceans is just one of a number of New World wines handled by Percy Fox & Co in the UK. Established in 1886, Percy Fox & Co has built up an impressive portfolio from value-for-money entry point through to niche sector wines, and including three of the top 10 brands. Its focus is on those brands which can offer consumers a combination of quality and value. Wine producing regions, such as California, South Africa and Australia all feature, alongside France ­ in particular Chablis and Bordeaux . Glen Ellen, the number one wine in the States with a £5.99 price point, produces definitive styles of varietal Californian wine and the brand has undergone an extensive make-over in terms of blend and packaging, designed to appeal to the increasingly sophisticated UK market. In the French tradition Probably the most venerable brand in the Percy Fox stable, though, is Champagne House Pommery, established in 1836 by the legendary Madame Pommery, creator of the first Brut Champagne. Today, the house has an extensive range of Champagnes reflecting a modern, creative approach. Also from France, and created by celebrated Bordeaux producer, Jean-Michel Cazes, Michel Lynch has three wines in the range ­ white, red and rosé ­ all vinified and matured by traditional methods. Meanwhile, Chablisienne Michel Laroche's Domaine La Chevalière comprises an innovative range of varietal and blended wines from the exciting Languedoc region of France. The wines reflect the traditional winemaking approach of Domaine Laroche with the creative freedom of the Languedoc region. Bon viveur This year Percy Fox will help renowned Chablis House Domaine Laroche celebrate its 150th anniversary. Headed by winemaker Michel Laroche, the Domaine is one of Burgundy's premium producers with over 100 hectares of prime Chablis vineyards, with a reputation for quality and winemaking at its very best. {{Z SUPPLEMENTS }}