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).

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Christopher Durham
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.