Consumer focus, with a humorous look at family
life, aimed at expanding APL's share of the $11 billion Canadian wine market
GRIMSBY, ON, April 11,
2019 /CNW/ - Andrew Peller Limited ADW.A/ADW.B ("APL" or the
"Company") understands that even though real life is often funny,
messy and imperfect, it can still pair beautifully with a
great wine. Today's launch of the new Peller Family
Vineyards brand features a collection of many of the company's
bestselling products. It demonstrates APL's ongoing commitment to
providing extraordinary wine for everyday life -- even mud pie
dinners and epic fail wedding proposals.
"For more than 50 years and four generations the Peller family
has been committed to quality wine
production," said Randy Powell,
President of Andrew Peller Limited. "Peller is a brand that
consumers trust, and Peller Family Vineyards is a wine that
families can trust with any occasion."
The launch will be supported by a comprehensive
Canadian media campaign, the company's largest in
more than 25 years. This large-scale campaign
will celebrate life's perfectly imperfect moments, while
positioning Peller Family Vineyards as a
signature for quality, approachable wine
– Vinted for Real Life. The
first TV spot will air on April
16, with the full-scale campaign launching later this
summer, including television, digital, social, public
relations and in-store programs.
"Taste and packaging are critical," added Shawn MacLeod, Executive Vice President,
Marketing. "We optimized taste profiles across the
leading varietals and blends to better suit the
Canadian palette, and improved
packaging to increase in-store visibility. Canadians will
now be able to purchase the most popular Peller Family
Vineyards wines in the popular 750 ml bottle."
As a leading wine producer in Canada, Andrew Peller Limited has won numerous
regional, national and global awards. Peller Family Vineyards
wines offer Canadians the best of both worlds. Serious
wine credentials guaranteed to pair perfectly with life's real
moments.
To view the innovative new Peller Family Vineyards television
campaign, visit the Peller Family Vineyards YouTube
Channel.
About Andrew Peller Limited
Andrew Peller Limited is
one of Canada's leading producers
and marketers of quality wines and craft spirits. The Company's
award-winning premium and ultra-premium VQA brands include
Peller Estates, Peller Family Vineyards, Trius, Thirty
Bench, Wayne Gretzky,
Sandhill, Red Rooster, Black Hills Estate, Tinhorn Creek, Gray Monk
Estates, Raven Conspiracy, and Conviction. Complementing
these premium brands are a number of popularly priced varietal
offerings, wine-based liqueurs, craft ciders, and craft spirits.
The Company owns and operates 101 well-positioned independent
retail locations in Ontario under
The Wine Shop, Wine Country Vintners, and Wine Country Merchants
store names. The Company also operates Andrew Peller Import Agency
and The Small Winemaker's Collection Inc., importers and marketing
agents of premium wines from around the world. With a focus on
serving the needs of all wine consumers, the Company produces and
markets premium personal winemaking products through its
wholly-owned subsidiary, Global Vintners Inc. ("GVI"), the
recognized leader in personal winemaking products. More information
about the Company can be found at www.andrewpeller.com.
Andrew Peller Limited common shares trade on the Toronto Stock
Exchange (symbols ADW.A and ADW.B).
FORWARD-LOOKING INFORMATION
Certain statements in
this news release may contain "forward-looking statements" within
the meaning of applicable securities laws, including the "safe
harbour provision" of the Securities Act (Ontario) with respect to Andrew Peller Limited
and its subsidiaries. Such statements include, but are not
limited to, statements about the growth of the business in light of
the Company's recent acquisitions; its launch of new premium wines
and spirits; sales trends in foreign markets; its supply of
domestically grown grapes; and current economic conditions.
These statements are subject to certain risks, assumptions, and
uncertainties that could cause actual results to differ materially
from those included in the forward-looking statements. The
words "believe", "plan", "intend", "estimate", "expect", or
"anticipate" and similar expressions, as well as future or
conditional verbs such as "will", "should", "would", and "could"
often identify forward-looking statements. We have based
these forward-looking statements on our current views with respect
to future events and financial performance. With respect to
forward-looking statements contained in this news release, the
Company has made assumptions and applied certain factors regarding,
among other things: future grape, glass bottle, and wine and
spirits prices; its ability to obtain grapes, imported wine, glass,
and other raw materials; fluctuations in foreign currency exchange
rates; its ability to market products successfully to its
anticipated customers; the trade balance within the domestic
Canadian and international wine markets; market trends; reliance on
key personnel; protection of its intellectual property rights; the
economic environment; the regulatory requirements regarding
producing, marketing, advertising, and labeling its products; the
regulation of liquor distribution and retailing in Ontario; and the impact of increasing
competition.
These forward-looking statements are also subject to the
risks and uncertainties discussed in this news release, in the
"Risks and Uncertainties" section and elsewhere in the Company's
MD&A and other risks detailed from time to time in the publicly
filed disclosure documents of Andrew Peller Limited which are
available at www.sedar.com. Forward-looking statements are
not guarantees of future performance and involve risks,
uncertainties, and assumptions which could cause actual results to
differ materially from those conclusions, forecasts, or projections
anticipated in these forward-looking statements. Because of
these risks, uncertainties and assumptions, you should not place
undue reliance on these forward-looking statements. The
Company's forward-looking statements are made only as of the date
of this news release, and except as required by applicable law, the
Company undertakes no obligation to update or revise these
forward-looking statements to reflect new information, future
events or circumstances or otherwise.
SOURCE Andrew Peller Ltd.