Pernod Ricard is overhauling its Etchart wine brand by phasing out a number of ranges in a bid to simplify the offering for consumers.

The Rio de Plata and Cafayate labels are being delisted from the Argentine wine’s portfolio to make way for a single umbrella banner, Privado.

The Privado range will encompass all levels of quality within the Etchart brand and will retail for between £3.99 and £7.99.

The drinks giant said the new focus was designed to overcome consumers’ confusion of the Argentine category and enable it to have a clearer marketing message.

Etchart Privado includes three white wines and five reds plus two Gran Reserva wines.

Chris Seale, head of marketing for wines at Pernod Ricard UK, said: “Etchart has designed Privado to appeal to consumers who like to experiment. The wines offer affordability and consistent quality.”

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