Sainsbury's To Unveil New Look Wine

Mon, 16 Jun 2008

Sainsbury's is set to launch the first addition to its redesigned own-label wine range this week.

Sainsburys wine buyer Daniel Bracegirdle said the wine - a Hungarian Pinot Grigio - is being soft-launched over the summer, as new vintages and new wines are released, and should be fully available to in all UK stores by September.

The supermarket giant said the new design aims to give the range a consistent, more premium look, as well as making labels clearer and easier to understand.

"It's got a much cleaner and more premium-looking front label, and a bit more of a fun, easy to interpret back label as well," Mr Bracegirdle commented.

"It's got a consistent family feel - all the own-label wines should be very easy to spot as part of a large family, whereas previously the Romanian Pinot Noir and rosé looked very different to French, which looked very different again to California ."

"Now you can instantly recognise them as part of the same group," he added.