Focusing on the impulse channel in 2013 has been a big success for International Brands (IBL).

The owner of Makulu wines has seen sales soar by 20% during the past 12 months, driven by a successful pack relaunch, NPD and key distribution wins.

Forecourts are an increasingly sophisticated retail environment
Paul Hinks, IBL

The wine company added Broadleaf – a range of varietal wines from Australia, Chile and the USA – to its portfolio at the end of 2013 and, following a successful launch, this range now stands alongside Makulu South African wine as a key drive brand for 2014.

Paul Hinks, retail sales director at IBL, said: “We have secured listings in a significant number of the country’s leading forecourts – an increasingly sophisticated retail environment with huge footfall.

“Our approach is to invest to support our customers in driving rate of sale both on and off-promotion.”