Bestway Cash Carry group has undertaken a complete rethink in its approach to selling wines, and has established a new own label brand – Cellar Estates.
The group has allocated a budget of pound;250,000 to develop its wine range, and has appointed wine expert Andrea Hargrave to lead the initiative (see page 14).
In a roll-out starting this month and lasting until September the Cellar Estates portfolio will grow to 85 wines sourced from nine countries.
Bestway managing director Younus Sheikh said: “I would like to think that the Cellar Estates brand will increase our own label wine sales by 50% in the first year.
“This launch is one of the biggest for the company for some years. With Andrea on board and the marvellous choice of wines, in both quality and price, I feel we can offer independent customers, in both the grocery and catering sectors, a truly great deal.”
The first nine wines, launched this month, comprise three from the US, and two from South Africa, Chile and Australia. Hargrave commented: “We have benchmarked all the wines against market leaders and competitors to ensure we are offering the very best in value and quality.
“As proof of Bestway’s belief in the Cellar Estates brand, all wines will be available on a sale or return basis.”
The first nine wines will have a price of pound;14.49 for a case of six 75cl bottles, with an RSP of pound;3.69. To celebrate the launch, there will be a special wholesale price until April 13 of pound;12.99 and a consumer price of three bottles for pound;10.