Somerfield is revamping its offering from Australia with the launch of a new own label brand.

The First Flight portfolio will go on shelf in December, initially comprising eight wines sourced to take on the dominance of branded wines from the country. Contemporary, minimalist labels aim to ensure that the brand “does not look second best on shelf”.

The launch follows Somerfield’s work on its own label South African wines and ahead of plans to update its South American lines. However, the retailer insisted it had not turned its back on the Old World, adding that it hoped to unveil a series of new wines from the southern parts of Spain, France and Italy next spring.