Booths adds Sauvignon and Malbec to spearhead own-label New World wine bid

20 September, 2017

North west England supermarket group Booths is looking to further increase the contribution of own-label to its wine range with a number of autumn launches.

The new releases include wines in two of the most prominent country/grape combinations of the age, New Zealand Marlborough Sauvignon Blanc (£8.75) and Argentinian Malbec (£9).

There is also a trio of new South African wines: Chenin Blanc, Shiraz and Old Vine Cinsault (all £7.50).

Wine buyer Victoria Di Muccio (pictured) had earmarked a better New World offering as a target for Booths’ wine range as a whole when she was first appointed in 2014.

She told DRN this week: “We’ve got a long winemaking heritage but we haven’t had any New World wines in our own-label range until this year.

“Own-label has been a big focus for us over the past year. It’s really important for customers to get consistent quality under our brand.

“We will probably aim to add more. Australia and Chile are obvious ones. It’s a work in progress.”

From the Old World, Booths has added own-label White Burgundy (£9.75), Barolo (£17.50), LBV port (£13 for 50cl) and 20 Year Old Tawny port (£20 for 50cl).

Booths reported 4.3% growth in own-label sales last Christmas as a result of increased focus in that area of its range.

Other new additions for this autumn in the branded wine offering in Booths include a family of South African wines from Boutinot, under the names Cloudscape and Landscape.

Booths is the first retailer to list the range which comprises Landscape Grenache Blanc and Malbec (both £8), and Cloudscape Sauvignon Blanc and Cinsault (both £9).

Di Muccio said there had been an enthusiastic reception for the chain’s expanded range of English wines, introduced last year.

“England is flying for us,” she said. “It’s something that customers have really responded to and we have a lot of stores in the Lake District so we do very well with English wine in the tourist trade as well.”

Di Muccio said Booths had ended its experiment with sampling machines begun in 2013, with the last equipment being taken out of its score in Knutsford, Cheshire, in recent weeks.

Booths was recently named Decanter’s Supermarket of the Year for 2017.




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