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Boschendal returns to 1985 for revamp.

South African wine brand Boschendal hopes to encourage drinkers to trade up by launching a revamped range of more premium vintages.

It has produced five wines under the 1685 label, adding to the Sauvignon Blanc currently under the sub-brand, which was conceived in 1985 to mark 300 years of winemaking.

The range celebrates the estate's French Huguenot heritage and comprises three varietals--Sauvignon Blanc, Chardonnay and Shiraz--as well as two dual varietals--a Chardonnay Pinot Noir blend and a Shiraz Cabernet Sauvignon. It is being launched simultaneously in South Africa.

Many of Boschendal's current products are being reblended and relabelled under the 1685 label. Other wines, including those under Le Pavillon sub-brand, will remain on sale.

Boschendal hopes the move will cement its position as a leading player in the increasingly popular 7 [pounds sterling] plus sector of the UK wine market. The 1685 range has an rsp of 7-99 [pounds sterling] with listings in Waitrose and Majestic.
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Title Annotation:drinks
Article Type:Brief article
Geographic Code:6SOUT
Date:Jul 15, 2006
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