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M&S launches top-tier own-label wine range amid ‘transformation’ of BWS

Upmarket retailer M&S have launched a new own-label top tier own label range, comprising 14 global wines that marks part of a wider transformation of the retailer’s wine offer.

The Collection, as the new range is called, retails for £12 – 25 and comprises an Italian fizz, a Valdobbiadene Prosecco Superiore (RRP: £14), four white wines, eight red wines and one late bottled vintage port, which have a distinctive navy blue and gold embossed label. It is being promoted throughout December by M&S’s wine ambassador, French maître d’hôtel, Fred Sirieix.

The whites comprise a Gavi del Comune di Gavi (RRP: £12), a Sancerre Les Ruettes from Sancerre specialists, Cave de Sancerre (RRP: £16), a Pouilly Fumé La Tuilere (RRPL: £15) and a Chablis (RRP: £15).

The reds include a Poggio Tosco Chianti Classico Riserva 2019 (RRP: £15), El Duque de Miralta Rioja Gran Reserva (RRP: £16) from winemaker Cesar Fernandez of El Coto de Rioja, a Ebeneezer & Seppeltsfield Shiraz 2021 (RRP: £14) from Barrossa-based winery Langmeil, Moueix Saint-Émilion  2019 (RRP: £16), Barolo Pieronte 2019 (RRP: £19), Margaux 2020 (RRP: £23) and a Châteauneuf-du-Pape Les Closiers 2020 (RRP: £25).

The range has been built with M&S existing supplier partners, and marks part of a wider transformation of the retailer’s wine offer, which includes changes to the supply chain management of BWS and soft drinks, as will see the launch of new products and label redesigns as well as in-store and online activations, which will happen throughout 2023 and into 2024.

Andrew Shaw, head of trading, drinks said he was thrilled to launch the first tranche of Collection Wines.

“The range encapsulates brilliantly M&S’ strengths as an own label retailer; an exclusive, gifting product crafted with the best supplier partners offering exceptional value,” he said.

“We’re excited to see how they first perform with customers during this crucial trading period.”

The 14-strong initial selection is designed to become “the go-to gifting wine range”, the retailer said, “or simply a Friday night treat” and will be promoted with a series of activations throughout December by M&S’s wine ambassador, Fred Sirieix. Two wines from the range – the Chianti Classico and Sancerre – will also feature in M&S’s Christmas TV campaign, which airs on 30 November.

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