The Co-operative has expanded its premium own-label Truly Irresistible into wine.
The first wines are to be released this autumn and include a Godello from Spain, a Viognier Pays d’Oc from France, a Montepulciano d’Abruzzo from Italy, a Casablanca Pinot Noir from Chile and a Mount Barker Shiraz from Australia.
The retailer said in a statement: “The new Truly Irresistible wines will showcase an eclectic medley of wines from exciting varietals and emerging regions alongside examples of classic wines from more traditional areas.
“The range will act as a conduit for our wine buyers to present some of the wines which they have found most enthralling over the past few months. The Truly Irresistible wines are diverse in terms of style and geography but unified by a shared ethos – that of the enjoyment of good wine – and a commitment to quality.”
Buyers have picked wines on buying trips, at portfolio tastings and trade fairs and in focused tastings at the Co-op’s new state-of-the-art facilities in Manchester.
The range is to be merchandised together in a bid to draw customers in, and is to grow and evolve over the coming months.