Sainsbury’s could be about to launch a wine brand called Señor Del Castillo.
The retailer has applied to register the name, which translates roughly from Spanish into ‘Lord of the Castle’, with the government’s Intellectual Property Office. It is seeking a class 33 trademark covering still, fortified, sparkling and mulled wines.
It comes as other mults are ramping up their own-label wine ranges. Asda added several SKUs to its Extra Special selection with its recent wine update, and Tesco has extended its own-label offer with a trio of low-alcohol wines and a new Hungarian Bull’s Blood line.
Sainsbury’s declined to comment.