Waitrose to re-launch its own label

04th October 2012 - Fine Cut

It has been revealed today that Waitrose is re-launching its own label alcohol range.

The range, which covers 77 lines, offers cut-price beers, wine and spirits that are available for under £5.

The labels will undergo a re-design and the Waitrose wine-buying team will source nine exclusive wines for the range, as well as a sparkling wine that comes in at under £6.

Pierpaolo Petrassi MW, who is in charge of beer, wine and spirits for the store, told harpers.co.uk: "Our aim is for every new drink created under the Waitrose label to be a yardstick of quality and value for money for the drinks industry.

"Our commitment to offering the best value for money means this is the first time we have launched a range of Waitrose own-label wines for under £5."

He added that the store has given the wines 'every bit of TLC' that it would to a bottle of Waitrose Vintage Champagne.

The new label for the produce is said to be 'bold' and 'quirky' in order to give customers confidence in the wine that they are buying. Wines - complete with the new labels - will be available in-store later this month.

It comes after Waitrose spent millions of pounds re-vamping its own range ready meals back in May this year. As well as new packaging, it also improved food quality; as well as adding Indian, Oriental and Tex-Mex lines to the range, according to fdin.org.uk.

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