It is not every day you get to try a whisky that is going to cost a punter Ł100,000, plus VAT. Today I got to try the Diamond Jubliee by John Walker & So...
Following the early-2009 opening of its new winery and purchase of 12ha of vineyards from its former neighbour Mount Rosier Estate, the Stellenbosch producer has increased production from 6,000 to 11,000 9-litre cases.
In 2009 Journey’s End exported 60% of its production to two markets, UK and Denmark, but the company expects exports to rise to 80% in 2010, with recent new listings in 12 markets: Sweden, Norway, Denmark, Holland, Belgium, Luxembourg, Canada, Hong Kong, China, Kenya, Spain and France.
In keeping with its positioning, the focus in its new markets has been predominantly in the premium on-trade sector.
“Our production is growing just ahead of sales and this is so far 100% due to new plantings coming on stream through excellent soils and vineyards purchased over the past four years,” said Rollo Gabb, marketing director at family-owned Journey’s End. “We have been forced to buy in a small parcel of Chardonnay in 2010 vintage due to losing a significant amount (c.40%) of our production due to winds in November 2009.”
The Journey’s End philosophy is, said Gabb, ‘small is beautiful’. “We produce a finite amount of wine for very specialist premium distribution.”
The Journey’s End range includes the top-end Destination Chardonnay and The Cape Doctor Shiraz – named after the strong south-easterly wind that helps to keep vines healthy in South Africa.
Leading the export charge however are the Pastor’s Blend Cabernet/Merlot/Shiraz and Haystack Chardonnay (UK retail c. Ł10) and the Journey’s End Estate wines (UK retail c.Ł14), with the Shiraz and Chardonnay particularly popular in Hong Kong and China, and Cabernet Sauvignon and Merlot finding favour in Norway and Sweden.
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