Morrisons bottles wines in the UK for the first time through Accolade Wines

By Richard Siddle

Published: 07 October, 2013

Morrisons is to use Accolade Wines' bottling facility in Bristol as it looks to pack in the UK for the first time.

The new link up has been set up to help Morrisons hit key price points as it looks to introduce a completely re-hauled own label range to the trade this week. Under the agreement Accolade Wines will be bottling around a half of Morrisons' new entry level own label wine offer, which includes two distinct ranges aimed to target consumers who still want to buy wine at below £5 a bottle.

The two ranges will retail at between £4 to £5 and include a 35-strong chalkboard style design that include a food match alongside a single varietal (Cote du Rhone - made for roast beef). It also features 12 country specific wines with a suitcase travel ticket-type design for wines including Australian Shiraz and New Zealand Sauvignon Blanc.

Steve Mosey, Morrisons category director for beers, wines and spirits, said it was part of its strategy to be far more "fleet of foot" in how it works with its supplier base to maximise value for customers on-shelf.

"Frankly we've been a little late to the party compared to everyone else who have been doing that for a while like with Asda and IPL and their own bottling plant," he said.

"It is a natural step in how you take cost out of the value chain, but also how you can take more control of the quality product. Accolade have got a first class facility at Accolade Park," he added.

He also confirmed it was doing some UK bottling work with Greencroft Bottling. "It is an opportunity for us to take more ownership of that value chain and not shipping glass half way round the world if we don't need to."

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