Benchmark Drinks has unveiled a new-to-market Antipodean wine brand called All (Good) Things.
The brand, which has debuted in Tesco and Asda stores, promises “fresh, stylish wines for the modern palate”. Its initial lineup comprises West Australian Sauvignon Blanc, West Australian Shiraz and New Zealand Sauvignon Blanc, all priced between £8-£10 per 75cl bottle.
Too often supermarket wine drinkers were forced to “choose between affordability and quality”, Benchmark Drinks said.
Lower-priced wines were “typically driven by sweetness”, while “fresher, more balanced styles” commanded higher price points, it noted.
All (Good) Things had been designed to bridge this gap by “delivering wines that consistently outperform their price point”, it added.
“Over the past 10 years, many of the commercial wine brands that sell below £10 have increased the level of residual sugar in their wines,” Benchmark Drinks MD Paul Schaafsma told The Grocer. “The suggestion to the consumer is this is making the wines taste smooth and jammy. The reality is that it has taken the structure out of the wines and made them one-dimensional and sweet.”
“All (Good) Things embraces what made Australian wine so popular in the first place. Bright fruit and balanced acidity that delivers wines with structure and flavour, without the addition of residual sugar.
“This is what consumers are looking for between the £7.50-£10 price point.”
All (Good) Things will sit alongside Benchmark Drinks’ wider wine range, which includes celebrity wines from Elton John, Kylie Minogue and Gary Barlow. They have bucked wider malaise in the category, with sales climbing 23.2% year on year to £16.2m [NIQ 16 w/e 21 March 2026].
Reflecting on sales declines across mainstream wine, Schaafsma said most traditional brands no longer resonated with today’s wine consumers.
“The reason celebrity and lifestyle brands are working in the UK is they are not confusing, don’t use ‘wine speak’ and most importantly have a positive connection with the consumer, which makes them feel comfortable,” he said. “The mainstream commercial wine drinker is not interested in the type of fermentation used for production, what side of the hill the grapes were grown or where the winemaker’s family was born.
“Whilst this will make most wine writers and premium wine traditionalists wince, they are not the target supermarket consumer.”
All (Good) Things had therefore been developed as a “vibrant, energetic, modern and colourful lifestyle brand”, Schaafsma said.
Its wines were designed “for moments of celebration, joyousness and connection”, he added.
No comments yet