‘Get on your bike’ Distell tells on-trade

Drinks: Drinks, Wines

One of South Africa’s largest wine producers has issued a challenge to the UK on-trade: help us to provide some of the poorest people in the Cape with something that will transform their lives.

Distell, owners of brands like Nederburg, Durbanville Hills and Fleur du Cap has signed up with Qhubeka, a scheme aimed at providing simple, sturdy bicycles to impoverished South African villages. Each bike costs around £100 to make and is assembled in a new workshop attached to the winery.

‘A lot of these villagers have to travel a long way to school or the shops,’ Distell’s Oliver Stuart told Imbibe. ‘What these bikes deliver is time.’ It is estimated that each bike will help around five people.

Distell is encouraging on-trade venues to put on fundraiser rides for the charity – particularly venues that are used regularly by cyclists – and is able to supply participants with POS, T-shirts and other marketing materials.

Groups with multiple venues could also receive a special map, planning out cycle routes between the various outlets.

As well as covering the costs of POS, marketing and the bicycle building, Distell will donate money to the charity for each bottle sold by participating venues and also has plans to match any donations made by venues.

Interested participants should contact their local Distell rep, or visit  www.nederburgbelieves.co.uk.

About Author

Chris Losh

After five years working on My Weekly magazine (during which time he learned how to write horoscopes and make things out of mince) in 1995 Chris Losh entered the world of drinks writing and, despite all advice from his doctor – and the wishes of most South African winemakers – has stayed there ever since. He began on Wine and Spirit International, editing it for several years before moving on to edit Wine Magazine. Both publications have since gone the way of the Dodo, but he claims to have nothing to do with their demise, and his alibi appears solid, since he was freelance writing for anyone who would pay him at the time. In 2007, he helped to set up both Imbibe magazine and the Sommelier Wine Awards, and has spent much of the last three years eating, drinking, and listening to French sommeliers talk about minerality. In 2009 he was shortlisted for the Louis Roederer Feature Writer of the Year, but didn’t win. Perhaps he should have stuck to horoscopes. And mince.

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