The push is being advertised across each depot, with retailer POS material available to support the brands, including tasting notes and food matching suggestions for retailers to use in store.
Wine of the Month runs alongside Parfetts' usual promotional calendar, with a new brand selected every three weeks. Parfetts is also planning to run similar activity for
beer and cider.
Trading manager Paul Bond said: "The Wine of the Month promotion is intended to introduce and encourage our independent customers to try selling a broader range of wines, including premium brands. The featured wines are heavily discounted during the promotional period as an incentive for retailers .
"We are finding that the reaction from customers is very good and that many who have been reluctant to stock such premium-priced ranges in the past are actually finding that there is a place for premium wine within their total offering."