Morrisons: premium push simply The Best

With Morrisons' conversion exercise well out the way in 2006, the supermarket finally followed the lead of other supermarkets and extended its premium brand The Best into wine, cider, spirits and beer. The move has been so well received by customers there are plans to roll out more products in the range this year.

Licensed trade director John Spurs says: "At Christmas we sold an awful lot of The Best range. It's doing very well, so we've got another 10 wines coming in the range and there will also be more spirits such as brandy, Cognac and whisky being introduced too."

Spurs says Morrisons is seeing growth through it s own-label ranges. The Butterfly wine range, which includes wines from Europe and the New World and even one from Greece, is said to be going strong.

"It seems to have hit the mark," he reports.

The organic range also continues to grow in both size and popularity. The eight-strong own-label wine range will be expanded in 2007 and the supermarket is also looking to introduce more own-label organic beers and ciders to compl ement its existing offering.