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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