Upmarket grocer Booths sees returns on own label re-brand

By Jo Gilbert

Published: 03 February, 2017

Regional grocer Booths has seen sales of its own label grow following a re-development.

The family-run business, which operates independent supermarkets in the north of England under the Booths banner, saw an increase of 4.3% over the Christmas period.

The company is putting this down to a re-development of its own label range, which updated the blends in its portfolio, added producers and changed the branding to reflect Booths' heritage.

The company saw the largest growth in premium wines like Booths Chablis (+162%), Rioja Reserva (+147%) and classics like Bordeaux Rouge. (+46).

"We've made improvements in quality and sourcing of the wines," wine buyer Victoria Di Muccio explained.

Booths wine buyer Victoria Di Muccio Booths wine buyer Victoria Di Muccio

"The label redesign has given the wines much greater shelf presence and makes reference to our wine-importing heritage; something that we're extremely proud of at Booths.

"Our customers trust us for our authoritative range of wines and this extends to our own label range that not only delivers from a quality perspective but now also looks the part."

Booths reported continuation of a shift towards aromatic white varietals and lighter style reds over the past year.

Malbec continues to grow regardless of country of origin, and consumers are beginning to branch away from Prosecco and towards alternatives such as Durello from the Veneto region in northeast Italy and English sparkling wine.

Booths Chianti is now produced by winemaker and consultant Alberto Antonini.

Their Rioja Crianza and Reserva have moved to La Rioja Alta S.A. which has also been operating since the 19^th century.

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