Oddbins launches own-label

British multiple specialist retailer Oddbins is to launch a range of own-label wines in an attempt to attract more shoppers, increase brand awareness and develop its image as a retailer of good value wine at everyday low prices. According to a spokesman for the Castel-owned company the Oddbins-branded wines will be unveiled in stores across the country this Friday

The alcoholic drinks retailer is planning in-store tastings, as well as advertising in national broadsheet newspapers, at railway stations and on taxi sides to publicise the introduction of the new wines, which will also feature prominently on all Oddbins vans.

Initially there will be just two wines, both from southern France, and both priced at £3.99 (dropping to £3.19 when customers buy six bottles or more as part of Oddbins’ new 20%-off multi-buy price mechanic on exclusive lines).

It is hoped that the wines will benefit from the Oddbins name, described by a spokesman as "a strong brand that is widely trusted." The wines, the drinks business was told, "tie in with Oddbins’ strategy to end to single bottle promotions and bring in good value wine at a good price." It is also hoped the own-label wines will attract more shoppers to Oddbins stores.

This is not the first time Oddbins have sold own-label products – the retailer used to sell a brightly branded own-label whisky, but discontinued the line. The company said it might consider re-introducing such a product.

© db 6th September 2006