Thierry’s acquired the brand in August 2008 and has reblended and repackaged the range. It is set to benefit from a £500,000 through-the-line PR and marketing campaign.
The campaign will cover trade and consumer press and will use new as well as traditional media.
A spokeswoman said Radcliffe’s wines will be targeted at independent retailers, convenience stores, cash and carries and wholesalers rather than multiple grocers.
Dominique Vrigneau and Lindsay Talas, Thierry’s buying team, have sourced benchmark wines from well-established producers in France, Spain and Italy.
Claire Sheppard, head of trading, said: “We are confident there is a gap in the market for a classic umbrella brand like Radcliffe’s. We have retained the best sellers from the original range and added some new favourites like Prosecco.”?The brand now consists of 12 wines split into two ranges. The Radcliffe’s Regional Classics range is aimed at consumers with a basic knowledge of wine and traditional, mainstream wine drinkers. It is made up of Prosecco, Pinot Grigio, Pinot Grigio Blush, Chianti, Rioja, Côtes du Rhône, Muscadet and Corbières, and retails from £5.49.
The higher-priced Radcliffe’s Prestige Collection is targeted at experienced wine drinkers and features Sancerre, Chablis, Châteauneuf-du-Pape and Barolo, retailing between £12.99 and £14.99.
Radcliffe’s wines are available from Palmer & Harvey, Imperial Cash & Carry, HT Cash & Carry, Bargain Booze, McColl’s, Wine Rack, Wine Shak and selected independent retailers.