Oddbins bolsters German wine selection

Oddbins has added a number of German wines to its UK portfolio in a bid to raise awareness of the country’s more interesting wine styles, while emphasising that “it’s not all about Riesling”.

At the UK merchant’s annual tasting last week, Ana Sapungiu, buyer at Oddbins, told the drinks business that German and German sparkling wines had been a key focus for the company this year, singling out the region as one which was consciously trying to do something “more off-beat”

Sapungiu said: “Every year what I try to do is find a region or country that is slightly under the radar. Three years ago we took on Portugal and now it delivers in terms of sales. It’s really big for us. Last year we did something different with Greece, not to the same extent, but customers keep buying the range. This year there’s Germany, and it’s not all about Riesling. There are other very interesting styles and interesting winemakers out there.”

New additions include a Dr Koehler Blanc De Noir, 2013 from Rheinhessen at £12.50, a blend of German grape varieties Spatburgunder and Schewarzriesling.

Elaborating on the perception of German wines in general Sapungiu said: “I think it’s definitely changing. It has been changing over the last few years. People seem to get dry Riesling. Pinot Noir is starting to show very nicely. German Pinot Noir, although it has its own style, is still quite European and it’s easy to relate to, and you can find good value in it.”

One of the more unusual offerings floated by Oddbins was the “cheeky little” Mari Join the Lama, an infusion of Mosel Riesling, Argentine Yerba Mate tea and a touch of Austrian elderflower syrup made by Mosel Riesling producer, Jan Matthias Klein.

“It was something that I hadn’t really seen anywhere else and it was a serious wine. You can really taste the Riesling there. I really wasn’t sure how people would react to it but we sold out. People really picked up on it”, said Sapungiu.

Oddbins, whose stores once numbered 350 in the UK, was bought out of administration by European Food Brokers in 2011 which acquired 37 of its stores.

Three years after its collapse, the chain looks to be building momentum with with plans to introduce a franchise model within “the next couple of years”, which Sapungiu said she expected would take its number of stores to around 50 in the short term.

The model is likely to see the brand franchised to existing independent wine retailers and off-licences looking for assistance in buying and marketing.

Oddbins’ collapse in 2011 was at the time blamed on pressure to compete with the deeply discounted offers used by supermarkets to lure consumers.