Supermarket ramps up own-label wines

Sainsbury’s is significantly increasing its range of Taste the Difference wines.

By early next year, the supermarket will have added 21 more lines of its premium own-label range to the portfolio, including certain “iconic” producers.

Speaking at last week’s Sainsbury’s Winter Tasting, category manager for beers, wines and spirits, Justin James, told the drinks business: “We wanted to bulk out the range because it’s been fantastically successful. Our extra lines will include iconic producers, some of whom don’t normally go down the own-label range road, but they have for us.”

Two high-profile producers which will feature in the TTD range include Chapoutier and Montes.

Portugal’s Quinta de Crasto, which has produced the TTD light red Douro wine since 2001, now has a second wine in the TTD range following the addition of a TTD 2004 Port, which has been brought in for Christmas. Miguel Roquette, marketing director for the quinta, said: “It’s great to be part of this range. I’m really impressed with the standard of these [TTD] wines.”

Meanwhile, the entire TTD range is undergoing a makeover. James added: “The packaging has done very well these last 10 years and we want to ensure it stays fresh for the next 10 years too.”

Part of the TTD wines’ packaging enhancements will include the winemakers’ signatures on the front label, “giving a provenance to the wines, and bringing the producers to life,” James commented.

Of the new wines, 13 will feature in stores by the end of the year, while the remaining eight will be on shelves early next year.

Jane Parkinson, 11.10.2010