Federal Merchant & Co.

Te Whare Rā owners Anna & Jason Flowerday have announced that they will be moving from Lion NZ to Federal Merchants for their NZ national distribution from 1 July 2024.

“We would like to thank the whole team at Lion for all the love and care they have shown our brand over the last 20 years” they said.
“That valuable partnership has helped deliver a great presence for our wines in the domestic market.” The Flowerdays said that the move to new distribution arrangements is no reflection on Lion NZ hard work and results. “We have always felt like part of the family at Lion and so we are sad to leave, but this change cements our strategy for the future of our wines in the New Zealand
market.”

The new distribution with Federal Merchants will commence from 1st July 2024 and will focus on growing off-premise rangings and presence in the on-premise trade.

Michael Morton MD of Federal Merchants said “We are super excited to be working with the Flowerdays and their world class Te Whare Rā wines. It is such an iconic Marlborough brand so it’s a real privilege for our whole team at Federal to bring their wines into our portfolio. The addition of Te Whare Rā is part of our long-term strategy to cater to the growing demand for premium and to provide all our customers with an amazing selection of world class wines. As a 100% Kiwi owned business we are absolutely committed to the future of the on-premise sector and the addition of Te Whare Rā to our multi-beverage portfolio of market leading brands helps us support our customers’ needs better than ever”.