South Africa’s Mount Rozier Launches with EMW in Greater China
Quirky South African wine estate Mount Rozier will make its debut in Greater China this coming August with leading importer and distributor East Meets West (EMW).
It will join EMW’s strong portfolio of premium, family-owned wineries which includes leading names such as Chateau de Beaucastel, Catena Zapata, Chapoutier, Vietti, Planeta and Craggy Range to name but a few. EMW is now exclusively distributing more than 1000 labels from 16 different countries to luxury hotels, gastronomic restaurants, high-end retail chains, online shops, wholesalers, distributors and private customers in more than 160 cities in China. They have been awarded “Best Wine Importer” for 10 consecutive years since 2011 by China Sommeliers Challenge/WINE 100 Challenge.
Nestled in the Shapenburg Hills, overlooking Somerset West, Mount Rozier is a beautiful, buzzing landscape of indigenous flora and fauna. Purchased by the Gabb family in 2010, Mount Rozier is focused on producing cool climate, elegant wines with zero compromise on quality. The vineyards benefit from 350 million year old decomposed granite soil, a cool coastal breeze and altitude of about 200m above sea level, resulting in some of the finest terroir in South Africa.
Minimal interference winemaking allows nature to take its course. The estate is entirely committed to being socially and environmentally responsible with a tangible and deep respect for the environment, clearly apparent in their farming practices which are as integrated as closely to nature as possible and following organic principles. As well as being WEITA, IPW and WWF Conservation Champion status, the wine is made in a 350-ton crush solar powered winery and parcels of fruit have been sourced from vineyards that are Fairtrade certified.
The history of the farm can be traced back to its namesake, Annie Rozier, who was a local flower merchant in the 19th century who gathered wild flowers on the slopes of what was once Myrtle Grove and sold them in the thriving city of Cape Town. Many of the wild flowers she picked she also used for producing medicine for the local community. Taking inspiration from this story, the Gabb family have kept the legacy of Annie Rozier alive creating a modern range of affordable wines rooted in nature and rich in narrative with each memorable, colourful label depicting a distinctive story from the farm. The result is a contemporary brand rooted in heritage that empowers consumers to make a positive choice and connects them to a sense of purpose.
“We are delighted to be working with EMW and very much look forward to offering our sustainably and ethically produced range of Mount Rozier wines to wine lovers in Greater China,” says Rollo Gabb, owner and Managing Director of Mount Rozier. “We believe we have a delicious wine for every occasion, and we are excited to see our partnership with EMW develop over the coming years.”
“At Mount Rozier, minimum intervention, environmentally sustainable production and zero compromise on quality are well reflected in the brand philosophy and in its wines,” says Olivier Six, Chief Operating Officer of EMW. “From Mount Rozier wines, we truly feel their passion for terroir, for nature and for life. Besides, it is indeed an affordable brand that people could drink at ease on daily basis. EMW Fine Wines is very excited to share these new South African wines to all our clients through multi-channels in Greater China.”
EMW will take a starting selection of wines from across the range to allow for maximum penetration of the on-trade, wholesale and online channels across Greater China. In conjunction with Nimbility, acting as Mount Rozier’s in-market export and Brand Ambassador team, EMW will plan and execute a series of impactful activations to build the reputation, visibility and distribution of the brand in the market over the coming year and beyond. Key initiatives from the plan will include a series of high visibility, high impact launch events, a micro-influencer campaign and a series of on-trade and online promotions weaved around the brand’s core values.
“EMW is an exceptional wine marketer and distributor, and our unique Mt Rozier wines will quickly find their way into the glasses of wine lovers all across China,” says Ian Ford, Nimbility Founding Partner. “We are seeing and feeling tremendous energy across the country for South African wines, and Mt Rozier is arriving to the shores of China at just the right time!”
Mount Rozier starting selection for EMW is as follows:
- Petit Rozier Cape White 2021
- Petit Rozier Cape Red 2020
- Mount Rozier Cape White 2021
- Mount Rozier Cape Red 2020
- Mount Rozier The Tree House Pinot Grigio 2021
- Mount Rozier The Beekeeper Chenin Blanc 2021
- Mount Rozier The Wildpeacock Chardonnay 2020
- Mount Rozier The Stable Yard Shiraz 2020
- Mount Rozier The Myrtle Manor Pinotage 2020
- Mount Rozier The Firepit Cabernet Sauvignon 2020
For purchasing Mount Rozier in Greater China please contact juanita.yu@emw-wines.com