Off-Piste eyes up new varieties for Most Wanted range

Off-Piste Wines is looking to broaden its core Most Wanted range with the addition of varieties that are increasingly popular in the on-trade.

The brand, which launched onto the market at the London Wine Fair in May, currently comprises an Albariño, Sauvignon Blanc, Pinot Noir and Malbec, but the wine supplier and distributor is looking to add new wines including a Picpoul and a Primitivo that would be a “step-up” for consumers.

“Most Wanted is key for us,” Off-Piste Wines’ joint-md Paul Letheren told the drinks business. It is, he pointed out a drink for aspirational 35+ year-olds who don’t necessarily want to buy own label wine.

“This gives the customer an option at a similar price point. We are trying to find a trend people can buy into instead of taking on an Australian Shiraz – it’s about finding space in the market rather than a ‘me too’.”

“Wine has to work hard on shelf – it need to have a reason to be there. And if things go out of fashion, and aren’t relevant anymore, we can change them.”

The company are continuing to invest in Most Wanted and in its The Duke and The Duchess wines, which can be carried across several retailers and complement its exclusives retail brands and own label offering.

“We’re in a nice position, have some nice aspirations, good suppliers and clients, but for some of our competitors it’s getting hard and harder as retailers are rationalizing ranges,” he said

The company supplies national accounts across the multiple retailers but is developing a strong base of non-supermarket off-trade accounts, primarily in the convenience sector.

It is also developing its international business, having appointed Mark Elener in October to spearhead the export business. This is intended to contribute around 20% of overall sales within five years, by leveraging the Most Wanted, The Duke and retail exclusive brands in international markets. It is targeting markets in Europe, including the Netherlands, Ireland and the Nordic countries, before looking to America and eventually the Far East.

“Although Mark has only been in place for six week, we are already gaining some traction,” Letheren told db.