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First printed in Checkout Magazine
Regions rule for New World wines at M&S
Marks & Spencer is going down the regional road with some of its premium Australian wine offering.
The retailer has a long-established reputation for the quality of wines from the classic Old World regions, including Chablis, Sancerre and Chianti Classico. Now it is hoping to do the same for Australias Hunter Valley, Barossa Valley and Margaret River.
M&S has introduced £7.99 wines from the three regions, with the region of origin more overtly featured on the front labels. Whilst we have talked about regional wines from Australia, and we have a lot [of them], we havent made it a dominant feature before, said wine buyer Chris Murphy.
Partnerships were formed with winemakers Evans & Tate (Margaret River), St Hallett (Barossa Valley) and Tyrrells (Hunter Valley) to produce both red and white wines that reflected the regional characteristics of the regions.
M&S also worked with Wynns Coonawarra for the 2004 Coonawarra Cabernet Sauvignon and New Zealand producer Wither Hill for the Marlborough Sauvignon Blanc, which have also both been launched at £7.99.
I havent seen anything which is so overtly regional out there, said Murphy. It is early days and there is an element of how you can explain it, but the message is quite clear and simple.
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