Asda Private Brand Malbec Wins Decanter World Wine Awards Best of Show

Asda WineWalmart’s U.K. sibling Asda’s budget bottle of private brand wine La Moneda Reserva Malbec from Chile has been awarded the best in show title at this year’s Decanter World Wine Awards (DWWA).

After blind taste tests of around 16,000 reds and whites from across the globe, a panel of 240 international wine experts judged Asda’s low-cost Malbec to be the ‘ultimate crowd pleaser’.

It was described as tasting of ‘freshly crushed black fruit, creamy vanilla yoghurt and pepper spice,’ and won praise for its ‘succulent juicy berries on the palate.’

The wine first came out on top in the Chilean red category, before taking the overall crown for quality and value for money.

DWWA chairman Steven Spurrier said of the judging process: ‘Our sole purpose is to recognise and reward quality, this is what consumers all over the world are interested in. We only award medals to wines in which consumers can have the utmost confidence.’

Asda wine buying manager Ed Betts told ‘The La Moneda Reserva Malbec is currently on rollback at £4.37 (it usually retails at £5.75), and as the perfect match to barbecued meats, we’re expecting high demand in the coming weeks.


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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.