Waitrose has launched its first range of own-label wines for under a fiver.
The new additions, rolling out this month, form part of a relaunch of its own-label wine range to focus on “provenance, heritage and straightforward styles”.
It has redesigned existing own-label wines and sourced nine exclusive wines priced under £5, and a sparkling wine under £6. Bold labels feature quirky facts and an icon to depict the style - the Soave Classico, for example, has an Italian scooter. Waitrose said its aim was for every new drink created under the Waitrose label to be a yardstick of quality and value. The chain is adding a new range of own-label beers, ciders and spirits from November.