Sainsbury’s Upgrades Private Brand Wine

UK grocer Sainsbury’s has increased its collection of “better” private brand and national brand wine. 27 of the 40 new SKUs fall within the £7 to £10 price range, while its less expensive £5 to £5.50 wins will be rationalized. 15 of the new wines are to retail at between £11-14, while an additional 4 will retail for more than £15.

Sainsbury’s ‘Taste the Difference’ private brand includes a Californian Zinfandel by Chronic Cellars, a Marco Dell’Eva (Sartori) Valpolicella Ripasso, a Château Tanunda from the supplier of its Château Tanunda Barossa Red Blend as well as a Taste the Difference Merlot-Cabernet blend from Padthaway on the Limestone Coast (southern Australia).