Waitrose Pours ‘W’ Wines You Have Never Heard Of

Waitrose & Partners is introducing a new range of nine private brand wines celebrating lesser-known grape varieties. The ‘W’ range, which launches in-store and online from June 17th, will introduce an experimental range of wines from different regions and countries including Sardinia, Austria and Chile.

A survey by the grocer shows that the most familiar grape varieties in the UK are Chardonnay, Sauvignon Blanc and Cabernet Sauvignon (which I am sure is true for most western countries), as they were recognized by at least 85% of those surveyed.

The new private brand line, which includes an Arinto from Portugal and a Cannonau from Sardinia, were widely unrecognized by those surveyed; an average of 78% of people had not heard of the nine new wines launching at the supermarket.

Waitrose & Partners Wine Buying Manager, James Bone

Waitrose & Partners Wine Buying Manager, James Bone says: ‘The ‘W’ range has been a whole team effort, with a great deal of care and effort being placed on selecting the wines we think our customers will find really exciting. We want this range to inspire and encourage our shoppers to experiment even further with their wine choices and try something they’ve never heard of or tried before.

‘We’ve worked with talented winemakers across Europe and South America to bring together a range of wonderfully exciting wines at affordable prices, some of which have never been widely available in the UK before. We see this as an ever-evolving range which we hope to expand even further in the future.’

The survey also revealed that France and Italy were the most popular European countries for Brits to enjoy wine from. 68% of people have tried French wine compared to only 11% of people having tried wine from Sardinia.

Of those asked, France and Spain topped the list of winemaking holiday destinations for Brits, with 45% saying they’ve tried the local wine while visiting these countries. A quarter of us have tried wine while in Germany and Portugal, and 35% of have imbibed Italian wine on location.

The range of four reds, one rose, three whites and a sparkling includes:

Marselan IGP Méditerrané, France £6.99
Pais, Chile £7.99
Cannonau, Sardinia £8.99
Mencia, Spain £9.99

Zweigelt, Austria £8.99

Elbling, Germany £6.99
Arinto, Portugal £7.99
Petit Manseng, France Regional £9.99

Sparkling Pecorino, Italy £8.99

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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.