Racke adds Italian wines to German portfolio

Racke, the German wine and spirits group which recently merged with compatriot Steiner, is to be the sole marketer and distributor in Germany for a range of Italian wines from Gruppo Italiano Vini (GIV).

The distribution agreement, which will begin from 1 June this year, will see Racke handle the Lamberti range of wines which are currently distributed in Germany by Steiner. The transfer of distribution to Racke will be a major boost for the GIV wines, as the Bingen-based company has a broader range of customers than Steiner.

Steiner and GIV have worked together in Germany for many years, and their relationship has by and large been a successful one, but Racke's experience in marketing wines to the German market - it has a number of Italian wines itself, including Vitae and Viala - will add an extra dimension to GIV's sales there.

Emilio Pedron of GIV said that the agreement with Racke would give Lamberti wines a broader coverage in the German market, allowing it to match each of the wines in the range (from every day drinking to premium vintage wines) with the most appropriate point of sale.

Although Steiner has traditionally been GIV's distributor in Germany, Racke itself has partnered the Italian group in both Poland and the Czech Republic, and the addition of the GIV portfolio in Germany will strengthen the companies already fast-growing reputation as a producer and marketer of quality branded wines - a reputation earned as a result of many years of hard work on the part of Racke to shake off its perennial image as primarily a spirit group.

With 800 ha of vineyards and 10 different production facilities, GIV produces quality Italian wines which are sold throughout the world, with export sales of around 65 million bottles in more than 60 countries. Just 25 per cent of the company's output is sold in Italy itself. The Lamberti brand is one of the leading export brands for GIV, with 8 million bottles produced each year.