Extra lines for Sainsbury's own range

18 May, 2007

Sainsbury's has expanded its own-label range in a revamp of its spirits offering.

Among the newcomers are six Taste the Difference products, including an 18 Year Old Extra Armagnac, 12 Year Old Calvados Pays d'Auge and a 9 Year Old Grande Champagne XO Cognac, three SO Organic spirits including a Fairtrade white rum, and four Sainsbury's Basics spirits. The retailer has also listed some grocery multiple exclusive products including Finlandia Grapefruit Fusion vodka .

Its summer promotion will see individual spirits categories merchandised in specialist bays.

Gin will be highlighted until May 23 as part of Sainsbury's Best of British in-store promotion, with vodka following in the spotlight until June 10. Shelf-edge barkers with serving and mixing suggestions will be used in stores and bottles of spirits will be cross-merchandised with mixers.

Sainsbury's has also repackaged its Taste the difference Blackfriars Gin with a more contemporary label.




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Looking back to look forward

Wine is a liquid time capsule. Drinking older vintages not only recalls the weather conditions and winemaking styles of the past, it encourages us to reflect upon our own histories. Such reminiscence often inclines towards romanticised nostalgia. Especially after the second bottle. But looking back is a great way of learning about the future.

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