FOR IMMEDIATE RELEASE
April 4th, 2005
Niagara Cellars and Diamond Estates Merge to Create a Major New Player in Ontario’s Wine Industry
BEAMSVILLE, Ont. –Niagara Cellars Inc. (NCI) and Diamond Estates Wines & Spirits Ltd. (Diamond), today announced the merger of their two companies, bringing together four Ontario wineries and Diamond’s sales agency business under one roof.
The agreement will see NCI’s EastDell Estates and Thomas & Vaughan coupled with Diamond’s wineries, Lakeview Cellars and Birchwood Estates, in addition to Diamond’s marketing, distribution and sales agency business.
The combined vineyard properties (175 acres) of the two companies and wine production of 50,000 cases will create Ontario’s ninth largest wine producer with a wide range of quality wines and strong brands with significant LCBO exposure. All four wineries have premium locations along the Niagara Escarpment or QEW and offer distinctively different tourism and hospitality experiences.
Diamond’s sales agency business is recognized as one of the fastest growing wines and spirits organizations in Canada. Along with its family of domestic wine products, the six-year-old agency represents and handles marketing and sales promotion for several well-known international brands including California’s Kendall-Jackson, Australia’s Long Flat and the hot new liqueur – Hpnotiq – from France. Diamond won the 2004 “Best Product Launch” award from the LCBO for Hpnotiq.
Along with the expanded operations of the combined companies, the merger forges an impressive team of seasoned industry management each of whom brings their own unique strengths and reputations for visionary business leadership. Murray D. Watson, who co-founded Niagara Cellars with Susan O’Dell in 2001, will carry on as NCI Chairman and continue to build his track record of assembling and developing businesses that become market leaders and attractive investment opportunities. Murray Marshall, co-founder of Diamond Estates, becomes Chief Operating Officer of NCI with responsibility for winery operations and production, branding, and the sales and distribution organization. Andrew Green becomes Vice President at Niagara Cellars while continuing in his VP role at Diamond to develop brand success in liquor board and licensee channels. Susan M. O’Dell continues as NCI’s President and CEO and will guide the strategic marketing of the group, while providing direction to the guest services at Birchwood, EastDell, Lakeview and Thomas & Vaughan wineries.
-30-
Media Enquiries: Fiona McIntosh – Niagara Cellars Inc. 905-563-7737 ext. 2
info@niagaracellars.ca
