Diverse Flavours to represent Ernie Els Wines in Asia travel retail

SOUTH AFRICA. Diverse Flavours has been appointed to represent the range of wines from South African professional golfer Ernie Els in Asia duty free and travel retail.

Diverse Flavours, co-founded by experienced duty free executive Anthony Budd in 2010, is an exporter of wines, food and beverages from South Africa.

Budd commented: “Ernie Els Wines is a truly premium brand and I am extremely confident that this brand will develop strongly in duty free, particularly in Asia.

Ernie Els Signature 2007 Red Bordeaux has been listed onboard South Korea’s Asiana Airlines


“As a brand it brings together the passion and dedication of an iconic sports personality of our day and a truly magnificent range of premium wines that bear his name,” he added.

Lynton Kaiser from Ernie Els Wines said: “We are delighted to be working with Anthony and Diverse Flavours in building and establishing the Ernie Els Wines across Asia duty free – this is an exciting time for Ernie Els Wines.”

The Ernie Els portfolio includes Ernie Els Signature, Ernie Els Proprietors Blend, Ernie Els Cabernet Sauvignon, Ernie Els Merlot, Ernie Els Big Easy, as well as new releases Ernie Els Big Easy Chenin Blanc and Ernie Els Sauvignon Blanc.

The Ernie Els Signature 2007 Red Bordeaux blend has been listed onboard Asiana Airlines – the first South African wine to be listed by the South Korean carrier.

“This is a tremendous association between one of Asia’s premier airlines in Asiana and one of South Africa’s premier wine brands in Ernie Els Wines,” Budd enthused.

Aged in 300-litre French oak barrels for 18 months, Ernie Els Signature Blend 2007 (15%abv) is a classic Bordeaux blend incorporating all five varietals: Cabernet Sauvignon (58%), Merlot (27%), Cabernet Franc (5%), Malbec (5%) and Petit Verdot (5%).

In another coup for the company in Asian travel retail, Diverse Flavours has also gained new listings with King Power Thailand. The Bangkok Suvarnabhumi Airport travel retailer will start selling wines from Deetlefs Wine Group on 1 October.

Budd commented: “King Power has a fantastic range of wines and we are very proud to be given this opportunity to introduce these wonderful wines from Deetlefs – South Africa’s third oldest winery under ownership of the same family since 1822.

“The Asian consumer’s desire and appreciation of premium wines has been increasing for many years now. Europe has led the way, but the consumer is always looking for something different and unique, and I am confident that South Africa, with its 350-year-old winemaking history, its mix of old and new world styles, is well placed to offer the consumer in Asia Pacific travel retail new and exciting brand names and experiences. We are excited that King Power shares this view.”

The new range includes Deetlefs Estate Pinotage, Deetlefs Estate Cabernet Sauvignon, Deetlefs Estate Chardonnay, Stonecross Pinotage, and Stonecross Shiraz.

For more information, contact Anthony Budd, tel: +27 71 255 7344, or e-mail: anthonybudd@diverseflavours.com.

King Power Thailand will be selling wines from Deetlefs Wine Group from 1 October in Bangkok Suvarnabhumi Airport


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