Waitrose adds wines to new premium No.1 range

This month Waitrose & Partners has added cider, wines, and spirits into its new premium private brand, No.1.

With a focus on premium producers and top regions, the wines have been enhanced and updated from the original ‘In Partnership’ range to follow the new bold design.

Pierpaolo Petrassi MW, Head of Buying

Head of Wine Buying at Waitrose & Partners, Pierpaolo Petrassi MW comments: ‘The newly launched No.1 wine range allows us to introduce our customers to some of the very best classic wines and standout regions around the world.

“Our award-winning team of buyers have worked with some of the world’s best producers to ensure authenticity; working with winemakers to craft some truly outstanding wines. We want this range to be an indulgence for our customers, whether that be a special occasion, dinner party or a weekend treat.”

Newly added to the range is the Waitrose & Partners No.1 Sauvignon Blanc Astrolabe. Made exclusively for Waitrose & Partners, this is an exceptional example of Marlborough Sauvignon Blanc, from the small, family-run Astrolabe winery. The grapes are grown in the Awatere Valley, renowned as one of the best places in New Zealand for Sauvignon Blanc, and the result is classic Awatere in style, with nettles, green grass, a crisp saline edge and a long finish. Delicious on its own or as a partner for chicken, fish or salads.

Another new highlight of the premium collection is Waitrose & Partners No.1 Crusted Port. Produced exclusively for Waitrose & Partners by the renowned Symington Family Estate, this is a fine example of a crusted port; a style with many of the characteristics of vintage port (and indeed may contain declared vintages) but ready for drinking sooner. Premier quality ports from two or three vintages are blended and then aged in bottle for at least three years before release. Exuberant aromas of ripe black fruits and hints of mint and eucalyptus. The palate is full and broad with blackberry and cassis flavors with some chocolate notes, too.  Well-structured and balanced with spicy, polished tannins leading to a long, velvety finish.

As expected with a premium range there will be two new Burgundy wines.  The Waitrose & Partners No.1 Côte de Beaune has been produced exclusively by the fourth generation of winemakers at Maison Joseph Drouhin.  Using traditional methods to extract gentle color and fruit character, and the wine is aged in oak for extra complexity and spice. Medium bodied, with good structure and some fine-grained tannins, it’s a versatile match with food and especially delicious with cheese. It can be cellared for up to five years.  The Waitrose & Partners No.1 Pouilly Vinzelles, made also by Maison Joseph Drouhin, is ripe and fruity yet still retains the elegance and subtle richness for which really good Burgundy is known.

The line has a total of 27 products, six new wines and 21 redesigned.

The seven new wines include:

  • Waitrose & Partners No.1 Cederberg Private Cellar Syrah
  • Waitrose & Partners No.1 Sauvignon Blanc Astrolabe
  • Waitrose & Partners No.1 White Burgundy Pouilly Vinzelles
  • Waitrose & Partners No.1 Red Burgundy Côte de Beaune
  • Waitrose & Partners No.1 Crusted Port
  • Waitrose & Partners No.1 Argentinian Malbec
  • Waitrose & Partners No.1 Bordeaux
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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.