The Co-op is extending its honest-labelling policy to cover its entire range of own-label wines and is celebrating the move in its first ever women's press campaign. The £1m push, which aims to highlight the group's self-proclaimed position as a responsible retailer, will use full-page advertisements across a variety of women's magazines. It is particularly keen to win over more fans from a sector which it sees as a "key target audience" for its drinks aisles. Hinging on consumers' growing fears over common wine ingredients, such as sulphite, the Co-op has now promised to be up front and clear about the contents of all its own-labelled bottles. Sulphite, often added to wine to stop it going off, has been blamed for bringing on attacks in asthmatics, while other common ingredients ­ often used unbeknown to unsuspecting consumers ­ include gelatine and fish bladders. Both are used to clarify wine and make it more appealing to the eye, while random tests on bottles from around the world have zz`found alarming discrepancies between the amounts of such substances used in different wines. Now the Co-op hopes its latest treatments, running until the end of November, will at least help allay their own shoppers' fears as they are promising to list all ingredients used in their wines. The adverts also contain a freephone number for worried customers to call. A Co-op spokeswoman said: "We take this issue very seriously. That is why we introduced honest labelling on wine two years ago and why we are now rolling it out to cover the entire range of 140 own label wines." {{DRINKS }}

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