Morrisons unveils own-label

29 October, 2010

Morrisons has launched a full own-label wine range for the first time.

The range has been structured in three tiers – everyday, occasion and Best – but labels will only show standard own-label or Best. It will include some 65 wines, of which 37 were on show at the supermarket’s trade tasting last week.

The range will include wines from France, Spain, Italy and a few from Australia. Next year Morrisons hopes to add wines from Chile, New Zealand and South Africa and expand the Australian offer.

Wine development manager Arabella Woodrow MW said: “One of the reasons we have not done own-label before is because, in many instances, it becomes synonymous with the cheapest on display. If we are going to put our name to a bottle of wine we want to be proud of the contents, so we are not going to compromise on quality.”?The wines will be displayed with a view to how they will fit with foods. Each wine will have a shelf talker with a tasting note, sweetness indicator and a recommended food match.

The suggested food matches are very general in a bid to avoid putting customers off. Wines are divided into matches for aperitifs, fish, white meat, red meat and savouries, which aims to cover dishes that don’t fit into the other categories, including vegetarian ones.

The supermarket is also promoting wines to drink with food by offering matches for the 16 wines it promotes in its Wine Seller bins each month. A hanging board above the display will indicate which food group each wine goes best with.

Morrisons is mulling following in the footsteps of Tesco and Sainsbury’s and offering more fine wines. It is trialling a fine wine section as part of a new look for the wine aisle – currently being tested in York.

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