Bestway Cash and Carry group has launched a wine brand that will offer the independent sector 85 different wines from a variety of countries.
The Cellar Estates brand, which will be rolled out between now and September, is set to include a portfolio of wines at different quality levels, ranging from basic table wine to premium offerings.
The first nine wines hit shelves this month and include three from the US, two from South Africa, two from Chile and two from Australia.
The labels for each include a taste indicator of A-E for reds - with E being the most full-bodied - and 1-9 for whites, as well as food matching advice, units of alcohol per bottle and tasting notes.
Andrea Hargrave, Bestway's wine adviser, said: "All the Cellar Estates wines have been selected for their quality and appeal to UK consumer tastes while retaining their distinctive regional characteristics."
The wines have been benchmarked against market leaders and competitors, according to Hargrave, who led the work in selecting the wines for the new label.
Younus Sheikh, Bestway's MD, said: "This launch is one of the biggest for the company for some years. I feel we can now offer independent customers a truly great deal."
Bestway's wine launch coincides with an increased emphasis on own label offerings for the independent sector. At last year's The Grocer Gold Awards, wholesale group Landmark emerged as the winner of the Best Own Label Range title for its Vintners Collection wines.