Asda and the Sun in wine exclusive

29 October, 2009

Asda has teamed up with the Sun newspaper and its wine writer Brian Moore to launch a new exclusive-label wine.

The retailer invited the former England rugby star to take part in its wine selection process to create a wine at under £5 that delivered on quality, what Asda called the “perfect wine for Sun readers and Asda shoppers alike”.

The white wine is a blend of Vermentino and Viognier grapes made at a Skalli vineyard in southern France, and will retail at £4.98.

Philippa Carr MW, Asda’s senior product development manager, said: “We wanted to give our customers an inside look into the wine selection process and all the steps we take to make sure we are delivering great wines at great prices, from finding the right supplier, right through to getting the wine into our stores.”

The wine label was a collaboration between Asda and the newspaper.

David Leigh, category planning manager for beers, wines and spirits, said: “The label represents the fun take of newspaper print and the sunshine of the vineyard.”




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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