Extra lines for Sainsbury's own range

18 May, 2007

Sainsbury's has expanded its own-label range in a revamp of its spirits offering.

Among the newcomers are six Taste the Difference products, including an 18 Year Old Extra Armagnac, 12 Year Old Calvados Pays d'Auge and a 9 Year Old Grande Champagne XO Cognac, three SO Organic spirits including a Fairtrade white rum, and four Sainsbury's Basics spirits. The retailer has also listed some grocery multiple exclusive products including Finlandia Grapefruit Fusion vodka .

Its summer promotion will see individual spirits categories merchandised in specialist bays.

Gin will be highlighted until May 23 as part of Sainsbury's Best of British in-store promotion, with vodka following in the spotlight until June 10. Shelf-edge barkers with serving and mixing suggestions will be used in stores and bottles of spirits will be cross-merchandised with mixers.

Sainsbury's has also repackaged its Taste the difference Blackfriars Gin with a more contemporary label.




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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