All (Good) Things wine brand ‘exceeds all expectations’

Ten weeks after its launch, wine brand All (Good) Things “has exceeded all expectations in terms of success”, according to its owner and creator, Paul Schaafsma.

Schaafsma, who is MD at Benchmark Drinks, shared the news exclusively with db this week when asked about the range of wines, which went into the Tesco Group at the start of last month.

Speaking about the new label’s performance, he told db, “It has been Tesco’s most successful brand launch from the March-April range review.”

Continuing, he recorded, “So, of the 62 products that were launched, All (Good) Things was number one, number three, and number five in terms of success” – referring to the initial expressions, which comprise a Sauvignon Blanc and Shiraz from Western Australia, and a Sauvignon Blanc from Marlborough in New Zealand.

He added, “For the first 10 weeks, we’ve been the most successful branded launch, which is fantastic; it’s already sold close to 30,000 cases of wine.”

Stressing that the wines are doing well not just due to the branding and distribution, but also the quality of the product relative to their price, he said, “We are really happy with the wines,” noting their success in major wine competitions, and selective vineyard sourcing.

Picking up on the latter, he said, “A good proportion of the Sauvignon Blanc made by award-winning winemaker Matt Thompson is from Dillons Point, which is the Marlborough coastal sub-region used by the likes of Greywacke and Cloudy Bay – which is unbelievable if you consider All (Good) Things is promoting down to £7.50.”

A sweet spot for wines sales in the UK

As previously written about by db, the entry-level launch range of All (Good) Things has been created to sell on supermarket shelves between £7.50 to £9.50, which Schaafsma described as “a sweet spot” for wines sales in the UK.

Tesco Group, which also includes Booker and Tesco Ireland holds a six-month exclusivity on the wines, and Schaafsma mentioned that the retail business was backing All (Good) Things in an unprecedented way.

“In June, Booker is going to put the Western Australian Sauvignon Blanc into 4,000 convenience stores, so Londis, Budgens, and Premier,” he said.

“That means 4,000 stores across the UK will be featuring All (Good) Things Western Australian Sauvignon Blanc, and I don’t think the Booker Group has ever done something like this before for a new brand,” he added.

Schaafsma then stressed, “What’s exciting about that is that it means that consumers are going to get to taste Western Australian Sauvignon Blanc when they’ve probably been used to just drinking Sauvignon Blanc from New Zealand, or, if it’s from Australia, something that’s from the Riverland.

“And they are going to be buying it at a competitive price,” he concluded.

As you can read more about by clicking here, All (Good) Things is “a brand without borders” comprising a range of “wines that overdeliver for their price.”

As part of that, the sourcing is from Western Australia, a relatively cool climate region that allows for fresh, balanced wine styles, which the brand aims to bring into an accessible price bracket.

The range is complemented by a New Zealand Sauvignon Blanc made by winemaker Matt Thompson and sourced from Marlborough and its sub-region, Dillons Point.

Further additions are planned for the range, including a Pinot Noir from Frankland River (located in the Great Southern of Western Australia) – that Benchmark Drinks hopes to bottle in late July – and a Chardonnay from Margaret River, which will come from this year’s vintage, and reach the UK next year.

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