Long Mountain 8-10 Lampton Road Hounslow Middlesex TW31JL Tel: 0208 5384500 Fax: 0208 5384545 Key contacts Marketing manager Kim McAven Key brands Long Mountain Chardonnay Long Mountain Chenin Blanc Long Mountain Semillon Chardonnay Long Mountain Sauvignon Blanc Long Mountain Cabernet Sauvignon Long Mountain Merlot Shiraz Long Mountain Pinotage Long Mountain Dry Red Long Mountain's award winning wines are produced in the Cape Wine region which is sheltered by the Langeberg mountain range ­ from which Long Mountain takes its name. Growth opportunities Pernod Ricard UK marketing controller Sophie Gallois says: "South African wine in the UK off-trade has grown by +25% (MAT to June 2001 versus last year), the second fastest growing segment in the market. The UK is consuming 48% of overall SA wine production (Winetrac, April 2001)." Long Mountain's 2001 sales are accelerating, with sales of the range up 63% on last year. One of the leading South African brands, its red wines have increased by 73% and its whites 58% versus total South African growth of 17% and 28% respectively (ACNielsen MJ01). The Long Mountain wines are priced between £3.99 - £5.49, however the challenge now is to build premium brands above this price range. Gallois says: "This is already beginning to happen with the £5-6 segment growing ahead of the South African average growth." Pernod Ricard UK believe the opportunity is there for the trade to capitalise on the success of both the South African wine segment and Long Mountain. It also sees branding as crucial. Gallois explains: "When buying wine in a crowded marketplace consumers look to brands for reassurance and the safe knowledge that they're purchasing a product they can trust. This need is clearly demonstrated by the growth of branded wines over the last year of 30%." Great consumer choice Long Mountain is proud of its wide range of quality wines available at all key price points including four white varietals and four reds. It hopes to encourage consumers to experiment across the range whether buying for everyday enjoyment or for a special occasion. Gallois describes the selection available: "Long Mountain offers accessible, easy drinking, Chenin Blanc at £3.99 and more premium red varietals such as Cabernet Sauvignon and Merlot Shiraz at £5.49. "The Chardonnay has an aroma of fresh peachy fruit characters with buttery and nutty overtones. The Chenin Blanc is the signature white varietal of South Africa. Long Mountain Chenin Blanc is an elegant wine with aromatic floral and citrus aromas that make it ideal for immediate consumption. The Semillon Chardonnay is a unique blend and has a soft rich palate providing ideal, easy drinking for all occasions. "The Sauvignon Blanc is a subtle wine with delicate rather than overpowering varietal characteristics. The more elegant fruit aromas from the cooler areas giving a fresh herbaceous nose complement the fuller richer flavours of the warmer regions. "The Cabernet Sauvignon is an excellent example of South African wine. It is medium cherry-red with purple tinges; the nose has fresh ripe berry fruit aromas with a hint of smoky wood at £5.49 rrp "The Merlot Shiraz is a unique blend exhibiting the complex characteristics of both classic varietals in one wine. The Merlot provides ripe plummy fruit and softness to the blend, whilst the Shiraz adds ripe tannins and generous peppery opulent fruit at £5.49 rrp "The Pinotage is a rich, dark red wine and is one of the few true South African grape varieties. Its aroma has ripe generous spicy fruit flavours with firm tannin and hints of oak ending with a soft finish at £5.49 rrp "The Dry Red is a blend of Ruby Cabernet, Cinsaut, Pinot Noir, Merlot and Cabernet Sauvignon. A medium bodied red wine with ripe fruity plum aromas with well-rounded plum fruity flavours. Win a mountain bike Long Mountain will be running a promotion from July onwards offering trade partners in the cash and carry and wholesale sectors a premium Long Mountain branded mountain bike to give away instore. {{Z SUPPLEMENTS }}