Waitrose launches £10 Christmas wine parcels

Waitrose is releasing a selection of £10 wine parcels in store with a range designed to sell-out in two weeks, in a move likely to draw parallels with Lidl’s Wine Cellar events.

The Christmas parcels, which will be merchandised at the front of the store for two weeks from 23 November, come primarily from classic European regions and will be accompanied with tastings in store over the opening weekend, in a bid designed to maximize their visibility.

The six wines comprise an Haut Medoc, La Legende de Fonreaud 2012, Les Pierres Grillees Châteauneuf-du-Pape, Baron de Ona 20112 Reserva Rioja, Simonnet-Febrve 2015 Chablis and Melini 2009 Chianto Classico Riserva.

Waitrose buying manager James Bone said the move was an opportunity to “reward” its loyal customers with “really exciting wines”.

“We have sourced limited quantities of six classic wines plus a Reserve Tawny Port which all deliver great quality, fantastic value at £10 and are a must have for Christmas,” he said. “The wines have been secured on the basis of our long standing relationship with our suppliers and are the result of genuine collaboration between the buyers and the suppliers involved.”

The new initiative is part of a wider focus on small volume wines that will see it add a more revolving series of fine wines that are better signposted in store, but it is likely to draw parallels with the periodic Wine Cellar events offered by discounters Lidl and Aldi.