Fortnum & Mason unveils new-look wine range

Upmarket UK department store Fortnum & Mason has worked with an illustrator and a Master of Wine to give a new look to its restructured own-label wine range, which now includes an ‘English Coastal White’.

The new 49-bottle line-up (pictured above) has been arranged to create a clearer hierarchy across the offering, which goes from £11.95 to £48, covering a broad array of sources, from South Africa and Argentina to Cornwall, alongside classic European wine-producing countries including Italy, France and Portugal.

The collection is split across two tiers: Piccadilly House, Fortnum’s “approachable, everyday drinking range”, and Fortnum’s Collection, “a premium selection celebrating benchmark expressions of classic wines from some of the world’s most respected producers”.

To bring the new range to life, Fortnum’s has partnered with wine branding specialist Neil Tully MW and his design agency, Amphora, alongside award-winning illustrator Jasmine Hortop, who is based in Cornwall.

The high-end retailer noted that the pair of designers have developed a cohesive visual identity that balances Fortnum’s heritage as a purveyor of classic wines with a more playful, contemporary approach.

Two-tier offer targets broader audience

The Piccadilly House tier, priced between £11.95 and £19.95, comprises 21 wines designed to appeal to both “everyday drinkers and design-conscious consumers”. The range features bold, illustrative labels inspired by landscape, provenance and mood, with typography reflecting each wine’s country of origin and consistent use of Fortnum’s signature eau de nil colour for brand cohesion (see English wine, below).

At the premium end, Fortnum’s Collection (£16.95–£48) includes 28 wines developed in partnership with leading producers. The tier is positioned to reinforce the retailer’s credentials in fine wine, with packaging designed to emphasise provenance, producer and regional identity, while maintaining a consistent visual framework across the range (see Pomerol, bottom).

English wine focus continues

As part of the launch, Fortnum’s is also introducing a new English wine, ‘English Coastal White’, an exclusive blend of Bacchus, Pinot Gris and Chardonnay produced by Camel Valley in Cornwall. The wine is positioned as a reflection of place, with flavours of ‘meadowsweet, elderflower, citrus and a subtle maritime influence’, and is supported by a distinctive illustrated label.

The retailer is highlighting the launch with a prominent window display at its Piccadilly flagship store.

Industry collaboration central to redesign

Edwina Watson, senior buyer Wines & Spirits at Fortnum & Mason, said “I am delighted to launch this new range, which marks a significant evolution for wine at Fortnum’s. We have focussed on benchmark expressions of classic styles, from some of the world’s finest producers. These are quality wines with a true sense of place that we are proud to put our name to.”

Continuing, she said, “It’s been a pleasure to work with Neil Tully MW and his team at Amphora Design to bring these wines to life and to clearly articulate the Fortnum’s brand. The Piccadilly House range, featuring distinctive illustrations by Jasmine Hortop, represents a bold new direction for our own-label design. We believe they will appeal to a broad range of wine customers, from the casual drinker to industry taste leaders.”

Jasmine Hortop, illustrator, commented “I’m grateful to the team at Fortnum’s and Amphora for the trust, creative freedom, and joyful collaboration that shaped this project. I’m delighted with the sense of playfulness and authenticity this has allowed to come through, while staying rooted in the provenance of each wine.

She added, “My practice is guided by sustainability, a love of slow travel and a mindful connection to nature, and I always seek to bring the sense of flow and immersion I find to my work. From our initial tasting and design session through to developing the final concepts, it’s been a joy to playfully explore the landscapes and character of each wine, letting the feeling of each place lead the storytelling throughout”.

Neil Tully MW, founder of Amphora, commented, “This project was about creating a wine range that feels unmistakably Fortnum’s, balancing heritage, authority and a sense of discovery. The challenge was to establish clear distinction between the two tiers while ensuring the collection felt cohesive for customers navigating the range.”

He added, “The role of these bottles as ambassadors, not only for Fortnum & Mason, but also for their partner producers, away from the immediate retail environment was also an important consideration.”

Concluding, he said, “Fortnum’s Collection reinforces the retailer’s role as a curator of classic fine wines, while Piccadilly House introduces a more expressive and contemporary personality. Together, they create a stronger own-label proposition that reflects both quality and confidence. If Fortnum’s Collection is designed to appeal to the head, Piccadilly House is for the heart.”

Rollout timeline

Most of the new Fortnum & Mason own-label wines will be available in-store and online from May 2026, with launches staggered through to the autumn.

According to the retailer, the move signals a strategic repositioning of the retailer’s own-label offering, combining clearer segmentation, stronger design identity and an increased focus on provenance-led storytelling to compete more effectively across both everyday and premium wine categories.

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