Thresher is launching a range of wines aimed at independent retailers and the on-trade.
The Origin portfolio, which will include 11 wines from six different countries sourced by the off-licence chain's buyers, is aimed at offering wine consumers "greater simplicity, consistency and value". The wines will initially be available in 1,400 Thresher stores, where wine accounts for 50% of sales.
The long-term intention is that Origin -- the result of 12 months' research will have wider distribution. A company spokeswoman said: "Launching the brand in the on-trade is an aspiration. We don't want it to be perceived as an own label wine, it's more about a wine brand that is available exclusively from Thresher. The range will offer the best value in each category."
Independent grocers will also be targeted as Thresher owner First Quench tries to expand its share of the off-trade market.
Thresher Group chief executive David Williams said: "Our customers have asked us to remove the gamble in buying wine. Origin represents just this and is a further example of our willingness to innovate on the basis of consumer insights."
The launch of the wines, priced between £3.99 and £9.99, will coincide with corporate changes.
From next month First Quench will take on the name of the Thresher Group in line with its ongoing programme of store rebranding.