Benchmark Drinks launches brand to reset wine category

Benchmark Drinks has launched a new wine brand, All (Good) Things, aiming to revive the struggling mid-priced category with high-quality, affordable wines sourced from renowned cool-climate regions.

At a time when the wine industry is grappling with falling volumes and shifting consumer habits, the UK-based company is betting on a back-to-basics approach. Led by founder and managing director Paul Schaafsma, the brand marks a departure from Benchmark’s celebrity-led success stories, replacing star power with a focus on quality, balance and value.

“This is about reconnecting people with why they loved wine in the first place,” Schaafsma told db in an exclusive interview last month.

The timing is deliberate. The UK wine market has come under sustained pressure, particularly in the crucial £8–£10 segment, where shoppers are often forced to choose between affordability and quality. Lower-priced wines are frequently driven by sweetness, while fresher, more balanced styles tend to sit at higher price points. Schaafsma believes All (Good) Things, “a brand with out borders”, can bridge that divide by offering wines that overdeliver for their price.

Western Australia sourcing

Central to that strategy is sourcing from Western Australia, a region that produces less than 3% of the country’s wine but is widely regarded for its quality. Its relatively cool climate and long growing seasons allow for fresh, balanced styles, which the brand aims to bring into an accessible price bracket. The range is complemented by a New Zealand Sauvignon Blanc made by award winning winemaker Matt Thompson and sourced from Marlborough and Dillons Point, with further additions planned.

The move also responds to deeper structural challenges facing the category. Climate change and production pressures have altered the style of many high-volume wines, particularly from warmer regions, leading to heavier, less balanced profiles that no longer align with consumer preferences, according to Schaafsma. All (Good) Things positions itself as a corrective to that trend, focusing instead on cleaner, more traditional expressions that emphasise fruit and freshness.

Unlike many new entrants, the brand is launching at scale, securing listings across major UK retailers including Tesco, Asda, Morrisons and Ocado. Tesco Group, which also includes Booker and Tesco Ireland will hold a six-month exclusivity on the Australian wines, with pricing expected to land squarely in the £7.50–£9.50 sweet spot. Benchmark is targeting 150,000 cases in the first year, with plans to expand into more premium lines over time.

A positive tone

The significance of All (Good) Things lies in what it represents for the wider wine industry. By prioritising drinkability and value at an accessible price, it seeks to rebuild consumer trust in a segment that has been steadily eroding. Its focus on regions such as Western Australia also helps shift attention away from volume-driven production toward quality-led sourcing, while its stripped-back branding reflects a broader effort to simplify wine for everyday drinkers.

For Schaafsma, the brand is also about changing the tone of the conversation around wine. At a time when much of the industry narrative is dominated by decline, he sees an opportunity to offer something more positive.

“Wine needs something people can get excited about again,” he said.

With All (Good) Things, Benchmark Drinks is making the case that the category’s revival may not depend on celebrity endorsements or premiumisation alone, but on delivering well-made, well-priced wines that remind consumers why they chose wine in the first place.

To find out more about the brand, read our ‘big interview’ with Schaafsma in the April edition of the drinks business.

The launch wines

Western Australia Shiraz, 2024
Region: Great Southern & Margaret River
Blend: 100% Shiraz
Residual sugar: 0.74g/l
ABV: 13.5%

Western Australia Sauvignon Blanc, 2025
Region: Great Southern, Margaret River & Mount Barker
Blend: 100% Sauvignon Blanc
Residual sugar: 0.88g/l
ABV: 12%

Marlborough Sauvignon Blanc, 2025
Region: Dillons Point & Marlborough
Blend: 100% Sauvignon Blanc
Residual sugar: 4g/l
ABV: 12.5%

Related news

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

'All good things must come to an end,' says Drizly as closure confirmed