Wholesale group Landmark aims to boost own label wine sales with the launch of a new Vintners Collection range.
Branded offerings currently make up 80% of Landmark’s wine sales, but trading controller Steve Mayes said Vintners’ high quality and keen prices would allow Landmark to build its own label wine volumes.
He said the new brand gave its own label lines a standard and consistent format, whereas it previously carried a random selection of tertiary brands.
The collection of 33 wines, sourced by Constellation Wines, includes varieties from Australia, South Africa, Chile, California, France, Italy, Spain and Germany. Prices range between £2.99 and £8.99, but 28 of the wines cost between £3.29 and £3.99.
Mayes said this was the ideal
pricepoint as Landmark could offer retailers multi-buy deals on three for £10 or two for £6.
The collection will be highly promotion driven. Retailers could achieve 14% margins on promotions and 20% off promotion, he said.
The strapline at point of sale will be “Fabulous wine, irresistibly priced”.Mayes admitted that he expected some conflict with Booker, as the name Vintners echoes Booker’s Malt House Vintners range. However, marketing director Chris Rose said Landmark had gone though all legal channels required to register its brand, due in store from June, and that the name linked to the heritage of wine.
Anne Bruce
Branded offerings currently make up 80% of Landmark’s wine sales, but trading controller Steve Mayes said Vintners’ high quality and keen prices would allow Landmark to build its own label wine volumes.
He said the new brand gave its own label lines a standard and consistent format, whereas it previously carried a random selection of tertiary brands.
The collection of 33 wines, sourced by Constellation Wines, includes varieties from Australia, South Africa, Chile, California, France, Italy, Spain and Germany. Prices range between £2.99 and £8.99, but 28 of the wines cost between £3.29 and £3.99.
Mayes said this was the ideal
pricepoint as Landmark could offer retailers multi-buy deals on three for £10 or two for £6.
The collection will be highly promotion driven. Retailers could achieve 14% margins on promotions and 20% off promotion, he said.
The strapline at point of sale will be “Fabulous wine, irresistibly priced”.Mayes admitted that he expected some conflict with Booker, as the name Vintners echoes Booker’s Malt House Vintners range. However, marketing director Chris Rose said Landmark had gone though all legal channels required to register its brand, due in store from June, and that the name linked to the heritage of wine.
Anne Bruce
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