Co-op launches own label wine range

UK retailer The Co-operative is due to extend its Truly Irresistible premium own label range to the wine aisle.

Due to reach the shelves this autumn, the initial five-strong range will feature a Spanish Godello, Pays d’Oc Viognier, Montepulciano d’Abruzzo, Casablanca Pinot Noir and a Mount Barker Shiraz.

Introducing the Truly Irresistible range as “a conduit for our wine buyers to present some of the wines which they have found most enthralling over the past few months,” the Co-operative Food’s new wine category trading manager Simon Cairns described it as “diverse in terms of style and geography but unified by a shared ethos – that of the enjoyment of good wine – and a commitment to quality.”

The new wines, whose range is due to expand further in the coming months, will be merchandised together as part of an effort to encourage customers to “try something a little different.”

This addition sees The Co-operative join the majority of other UK multiple retailers in offering an own label wine selection as an alternative to more established brands.

Earlier this year, the UK head of one of the world’s largest wine producers stressed the need for suppliers to alter their approach to cater for this growing category of both own label and exclusive label offerings within the supermarket sector.