Rosie Davenport
The Thresher Group is hoping to increase consumers' confidence in Old World wines by introducing an exclusive brand throughout its off-licence chain.
The Radcliffe's Regional Classics portfolio comprises 26 wines sourced from France, Spain, Italy and Germany across a range of price points between £4.99 and £13.99.
Launching in August, the collection has been designed to complement the company's Origin range of wines, which aim to reflect "consistency and value" from a variety of countries, and debuted in February.
The Thresher Group believes Radcliffe's would encourage consumers to experiment with more unusual wines and bridge the gap between the wine knowledge drinkers' had already gained from the Origin range.
Sales and marketing director Kevin Styles said: "Radcliffe's Regional Classics is about bringing together the classics from Europe, targeted at high income families who have grown up with this style of wine, but still find selecting the best examples confusing, simply because there is no branding to speak of until now."
According to the company, buyers have spent a year honing the range, which will feature some of the Old World's most well-known grapes such as a Valpolicella from Veneto and a French Muscadet.
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The Thresher Group is hoping to increase consumers' confidence in Old World wines by introducing an exclusive brand throughout its off-licence chain.
The Radcliffe's Regional Classics portfolio comprises 26 wines sourced from France, Spain, Italy and Germany across a range of price points between £4.99 and £13.99.
Launching in August, the collection has been designed to complement the company's Origin range of wines, which aim to reflect "consistency and value" from a variety of countries, and debuted in February.
The Thresher Group believes Radcliffe's would encourage consumers to experiment with more unusual wines and bridge the gap between the wine knowledge drinkers' had already gained from the Origin range.
Sales and marketing director Kevin Styles said: "Radcliffe's Regional Classics is about bringing together the classics from Europe, targeted at high income families who have grown up with this style of wine, but still find selecting the best examples confusing, simply because there is no branding to speak of until now."
According to the company, buyers have spent a year honing the range, which will feature some of the Old World's most well-known grapes such as a Valpolicella from Veneto and a French Muscadet.
{{MARKETING }}
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