Del Yerro family targets UK independents with modern Spanish wines
A family making site specific, fruit forward wines is targeting UK independent wine merchants that can hand sell its premium Spanish range.
The Del Yerros sold their pharmaceutical business in 2002 to set up Vinedos Alonso del Yerro in Ribera del Duero on a 26ha plot.
It has since expanded into Toro and produces 60,000 to 70,000 bottles a year of flagship wine Alonso del Yerro, which retails at £20, around 6,500 bottles of its top wine Maria (rrp £45-50) and a wine called Paydos from Toro, retailing at around £25.
The wines are produced by Stephane Derenencourt, a winemaking consultant from St Emilion, and winemaker Lionel Gorgue.
Forty per cent of sales are in Spain and exports are a growing focus for the producer, which has listings in Germany, Switzerland, the US, Canada and Mexico.
Its wines are imported by Spaniche into the UK. “They are very excited about our wines,” said owner Maria del Yerro. “They are a hand sell, but when you try them they speak for themselves.”
Charlotte Hey, who handles marketing for the family, added: “Talking about provenance is the future for top end Spain. These wines are very much a hand sell and we are targeting a hand sell market.
“The boom in independent wine merchants in the UK means it is perhaps time to rethink Ribera del Duero.
“It takes time to explain the story, communicating the importance of family, soils and terroir, bringing the best value and quality and no chemical fertilisers, the depth and complexity.”