Swartland’s Sebeka scores for Gallo 7 April 2008

Rated year’s top new wine brand in USA

In the year since Swartland Winery shipped its first wine under almost secretive circumstances to the USA to be launched as that country’s drinks giant E&J Gallo’s South African label Sebeka, the brand seems to have taken off in a big way in the difficult American market.

Swartland has announced that Sebeka has been ranked as the number one new table wine brand in the USA in a report by the consumer research company, Information Resources Inc. They say the ranking is based on sales performance in a 52-week evaluation period from January 7, 2007 to January 6, 2008. Sebeka wines earned this rating in a year when 265 new brands were launched in the category

Sebeka was launched in the USA in March last year and has picked up some recognition. Gallo, being such a big player, opened up unique opportunities for the winery in a country where other local players battle. The wines sell for about $9.

The range is made at Swartland to Gallo’s requirements, but not only from the winery's usual suppliers – for these wines it draws in grapes from all over the Cape. The labels include Shiraz, Chardonnay, Sauvignon Blanc, and two blended reds featuring pinotage. Sebeka is the name of an orphaned cheetah cub that became the focus of a South African wildlife conservation movement nearly 50 years ago.

E&J Gallo was established in 1933 in Modesto, California, and was until recently the world's biggest winery (the crown has now passed to Constellation), and makes wine in every category, to suit every taste. This includes own brands from nine wine growing countries. It is not clear whether Gallo intends to sell Sebeka in any other countries.

Links:
• Sebeka Wines
• Swartland Winery