Morrisons own-label wine range

Morrisons is rolling out three own-label ranges

Morrisons

has doubled the size of its own-label wine range in a major revamp of the fixture.

It is launching entry-level wines in two ranges - 35 single varietals sourced from unspecified countries with a chalkboard-style label, and 12 country-specific varietals. It is also launching 65 premium ‘signature’ wines, including a Pic Saint Loup (rsp: £8.99) and a Morrisons Signature Châteauneuf-du-Pape (£14.99).
Own-label will now account for about 20% of its range, up from 10%.

The move would remove duplication in the range, said the retailer.

Morrisons is also introducing UK-bottling for the first time, with half the ‘chalk board’ wines bottled by Accolade.

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